David Paul Morris
Ad of Apple's Think Different campaign began raised since 1997. The sentence seemed to be legendary and breath Apple, since the present iMac (1998) until now.
But the. after Steve Jobs died in October 2011, the origin of the Think Different become debates. No less than four different people, including Jobs, who called the originators.
The campaign appears to coincide at a leading advertising agency TBWA believed to regulate the promotion of Apple's strategy. According to Rob Siltanen, a former executive TBWA, Think Different campaign was not written by Steve Jobs.
In a piece of writing in Forbes, Siltanen said Craig Tanimoto, one art director at TBWA, as the originators.
But Walter Isaacson, author of biography of Steve Jobs, said that the phrase was uttered by Jobs himself, in a speech, well before the ad campaign was released.
A third person who had a claim is a former Creative Director of TBWA, Ken Segall. To Cult of Mac Segall said he is the author of Think Different campaign.
Although Segall acknowledges, before it was decided to be the campaign slogan of the official Apple, Think Different Tanimoto voted among the many other proposed slogans.
TBWA Leader, Lee Clow, also admitted proposing to Think Different Jobs. It is written in the book called The Second Coming of Steve Jobs (2001) by Alan Deutschman.
So who is the most correct? There is no definitive conclusions and the real truth seems to be covered by each claim.
resource:
http://tekno.kompas.com/read/2011/12/20/1646250/Kampanye.Think.Different.Apple.Jadi.Rebutan.
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