Apple clearly knows much about effective branding; today, it is one of the planet’s most recognisable companies, and its logo – yes, that silhouette of an apple with a bite in it – has become a powerful cultural symbol. The advertising slogan that is perhaps most commonly associated with the company today is ‘Think different’.

That slogan was originally devised by Craig Tanimoto, art director at advertising agency Chiat/Day, in 1997. Apple went on to use it in many advertisements until 2002. However, such was the slogan’s effectiveness that memory of it has long endured. We at Jumping Spider Media reckon that what it has most in common with other memorable marketing slogans is that it is likably unconventional.

Jobs revealed: “When you grow up you tend to get told the world is the way it is and your life is just to live your life inside the world”, but that “you can change [life], you can influence it”. Meanwhile, the advertising agency’s creative director when the slogan was conceived, Rob Siltanen, remarked that the campaign carrying the slogan “got an audience that once thought of Apple as semi-cool, but semi-stupid to suddenly think about the brand in a whole new way.”