ananalysis on the two slogans: “think” of ibm and “think different” of apple

TABLE OF CONTENTS

ACKNOWLEDGEMENTS ........................................................................................... i

ABSTRACT ................................................................................................................. ii

LIST OF ABBREVIATIONS ...................................................................................... iii

LIST OF TABLES AND FIGURES .............................................................................iv

INTRODUCTION ......................................................................................................... 1

1. Background to the study ......................................................................................... 1

2. Objectives of the study ........................................................................................... 1

3. Methodology .......................................................................................................... 2

4. Scope of the study .................................................................................................. 2

5. Research structure .................................................................................................. 3

CHAPTER I: AN OVERVIEW OF THE SLOGAN AND ITS ROLE IN THE

DEVELOPMENT OF A COMPANY ........................................................................... 4

1.1. Definitions of slogan ........................................................................................... 4

1.2. The elements of slogan ........................................................................................ 5

1.3. History of slogan ................................................................................................. 6

1.4. Functions of slogan ............................................................................................. 9

1.5. Slogan and advertising campaign ...................................................................... 11

1.6. Characteristics of slogan ................................................................................... 12

1.6.1. Memorability .............................................................................................. 12

1.6.2. Solidification .............................................................................................. 14

1.6.3. Key benefits including ................................................................................ 14

1.6.4. Brand differentiation ................................................................................... 15

1.6.5. Originality .................................................................................................. 15

1.6.6. Positive feeling imparting ........................................................................... 16

1.6.7. Brand’s personality reflection ..................................................................... 16

1.6.8. Campaignability ......................................................................................... 17

1.6.9. Competitors’ incapability to use.................................................................. 17

1.6.10. Simplicity ................................................................................................. 17

1.6.11. Meaningfulness......................................................................................... 18

Summary ................................................................................................................. 18

CHAPTER II: AN ANALYSIS OF “THINK” AS A WORD AND AN OVERVIEW

OF THE TWO SLOGANS AND THE TWO COMPANIES ....................................... 19

2.1. The lexical meaning of “Think” ........................................................................ 19

2.1.1. The origin of the word .................................................................................... 19

2.1.2. Changes and development of meaning ............................................................ 20

2.2. An overview of the two slogans and the companies they represent .................... 23

2.2.1. IBM and “THINK” ..................................................................................... 23

2.2.1.1. Overview of IBM ................................................................................. 23

2.2.1.2 The “THINK” slogan ............................................................................ 26

2.2.2. Apple and “Think different” ....................................................................... 28

2.2.2.1. Overview of Apple Incorporation ......................................................... 28

2.2.2.2 The “Think different” campaign ............................................................ 32

Summary ................................................................................................................. 35

CHAPTER III: AN ANALYSIS ON “THINK” AND “THINK DIFFERENT” ............ 37

3.1. Messages of “THINK” and “Think different” .................................................... 37

3.2. The rivalry of “THINK” and “Think different” ................................................. 39

3.3. Comparison and contrast of “THINK” and “Think different” ............................ 41

3.3.1. Characteristics of “THINK” and “Think different” ..................................... 41

3.3.1.1. Memorability of “THINK” and “Think different” ................................. 41

3.3.1.2. Brand solidification in “THINK” and “Think different” ....................... 42

3.3.1.3. Key benefits including in “THINK” and “Think different” ................... 43

3.3.1.4. Differentiation in “THINK” and “Think different” ............................... 43

3.3.1.5. Originality of “THINK” and “Think different” ..................................... 43

3.3.1.6. Positive feeling imparting in “THINK” and “Think different” .............. 44

3.3.1.7. Brand’s personality reflection in “THINK” and “Think different” ........ 44

3.3.1.8. Campaignability of “THINK” and “Think different” ............................ 45

3.3.1.9. Competitors’ incapability to use of “THINK” and “Think different” .... 45

3.3.1.10. Simplicity of “THINK” and “Think different” .................................... 46

3.3.1.11. Meaningfulness of “THINK” and “Think different” ........................... 46

3.3.2. Nature of “THINK” and “Think different” .................................................. 47

3.3.3. Functions of “THINK” and “Think different” ............................................. 47

3.3.4. Impact on the respective companies of “THINK” and “Think different” ..... 49

3.3.5. Reaction from the public for “THINK” and “Think different” ..................... 50

3.4. Reflection of the slogans in IBM and Apple’s operation .................................... 50

3.4.1. Reflection of “THINK” in IBM .................................................................. 50

3.4.2. Reflection of “Think different” in Apple ..................................................... 55

3.5. IBM, Apple and their cultures in the new context .............................................. 57

3.5.1. Any lost in the culture of “THINK” in IBM ................................................ 57

3.5.2. Any lost in the culture of “Think different” in Apple .................................. 59

Summary ................................................................................................................. 64

CHAPTER IV: RECOMMENDATIONS FOR IBM AND APPLE ............................. 65

4.1. Recommendations for IBM ............................................................................... 65

4.1.1. For problems of core value over-expression ................................................ 65

4.1.2. For problems of strict-following behavior ................................................... 65

4.1.3. For problems with laying off policy ............................................................ 66

4.2. Recommendations for Apple ............................................................................. 67

4.2.1. For problems with uninnovative products ................................................... 67

4.2.2. For problems with uncreative advertisements .............................................. 68

Summary ................................................................................................................. 69

CONCLUSION ........................................................................................................... 70

REFERENCES............................................................................................................ 72

APPENDICES ............................................................................................................ 79

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ACKNOWLEDGEMENTS

I would like to express my deep gratitude to all those who gave me the

possibility to complete this thesis. First of all, I want to send my sincere thanks to

my supervisor, Mrs. Nguyen Thi Mai Nhung from Faculty of Business English of

Foreign Trade University, for her enthusiasm and supports despite the limited

free time she has. The suggestions, monitoring and guidance given by her from

time to time are the sole reason that I could complete the thesis.

I am obliged to IBM and Apple for the valuable information they provide

through their data base, which I greatly rely on in my research.

I want to take this opportunity to thank all three interview participants

who spent their little time to provide me with their priceless opinions which this

research largely relies on.

I am deeply indebted to my cousin, who provided me with invaluable

suggestions, advice and references from her works.

Lastly, I thank my parents, siblings and friends for their constant supports

and encouragements.

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ABSTRACT

This study determines to explore the two slogans: “THINK” of IBM and

“Think different” of Apple; in particular, their similarities and differences, the

reasons of their success, of how they could save the respective companies and

whether they are losing from the grasp of IBM and Apple. Through secondary

data from books, online articles, cases, etc. and information from interview; the

study finds that, despite the two slogans are mostly different in terms of

characteristics, natures and functions, they do share some similarities,

specifically their impacts on and reflection in the two respective companies. The

thesis also finds that the reasons for their success in saving IBM and Apple are

because they establish the corporate values, lead the company to the right track

and build up reputation from the eyes of customers. The final discovery of the

study is that, while the slogans represent an aspect of culture in both companies,

IBM and Apple are losing it and as a result, lost their fore-runner position.

Following the revelation of the problems, the thesis suggests several

recommendations for IBM and Apple. Recommendations for IBM include

empowering employees, structure reorganizing and closing mass laying off

policies. Recommendations for Apple include introducing a boost for next

product lines and changing advertising method. There are a few directions for

further study of the research: exploring in depth the causes of IBM and Apple’s

loss of culture aspect presented in their slogans, further investigating the

innovation in Apple’s operation and examining to what extent bureaucracy in

IBM and strictly-follow IBMers are.

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LIST OF ABBREVIATIONS

- A.I: Artificial intelligence

- Ad campaign: Advertising campaign

- Ad slogan: Advertising slogan

- Ad/Ads: Advertisement/Advertisements

- App/Apps: Application/Applications

- ATAS: Academy of Television Arts & Sciences

- CEO: Chief Executive Official

- EPS: Earning-per-Share

- IT: Information Technology

- MS: Microsoft Office

- OS: Operating System

- PC: Personal computer

- PR: Public Relation

- TV: Television

- U.K: United Kingdom

- U.S/USA: United States/United States of America

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LIST OF TABLES AND FIGURES

Figure 1: Graph of Apple, Amazon and Google reputation of innovation from

2nd January, 2010 to 12th April, 2011 ............................................................... 59

Image 1: “JUST DO IT” and the Swoosh ............................................................ 6

Image 2: THINK sign ........................................................................................ 26

Image 3: "Think different" campaign - Einstein poster ...................................... 33

Table 1: Apple’s Finance from 1994 to 2000 ..................................................... 34

Table 2: Result of the interviews ....................................................................... 60

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INTRODUCTION

1. Background to the study

In the current age of development, marketing is one of the golden keys

leading to success of a company. One of the tools that are commonly used in

marketing is slogan. Slogan itself is a simple phrase but its effects on the

company and/or its brand are huge. It has the ability to advertise products, to

show a corporate image, to rally a quality of a company and even to affect its

market share, etc. Their power is great but none greater than the ability to

resurrect a brand.

IBM and Apple are two giant brands which operate in computing and

technological sector. They are very distinctive companies from history, cultures

to operation; but they share a common thing, that they were saved by their

slogans many years ago. Coincidentally, the two slogans are similar to each

other: “THINK” by IBM and “Think different” by Apple.

This thesis aims for answering the following questions:

+ How could the two slogans – two simple phrases achieve the feat of

resurrecting an entity as large as a company?

+ How are the two slogans similar to and different from each other?

+ Are IBM and Apple losing their own philosophy as suggested by these

slogans? If yes, how to solve the problem?

2. Objectives of the study

With the above mentioned research questions, the objectives of this thesis

are:

- To explain the roles and the impacts the two slogans on the respective

companies.

- To analyze the similarities and differences of the two slogans.

- To discover the reasons for the success of the two slogans.

Introduction

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- To explore how the two slogans manifest an aspect of cultures in IBM

and Apple.

- To examine if the two companies are currently following their

philosophy as mentioned in these slogans.

3. Methodology

In order to achieve the set objectives, both secondary and primary data

will be analyzed. Secondary data is the primary source for conducting the thesis.

The primary data from interview is used to answer the second part of the third

question as proposed earlier: whether Apple is losing the philosophy as

mentioned in their slogan. The interview does not examine the case of IBM

because the philosophy of IBM is shown more through their activities, which

would involve interviewing IBMers – a very difficult task considering the

company’s headquarter is half way around the world from the place this thesis is

conducted.

Three samples selected for interviewing are the ones who are working or

studying in IT field and own or have used Apple products. Due to the confined

nature of the two criteria and the sensitivity of the second criterion, samples are

chosen among acquaintances. As a result, only three people satisfy both criteria

and are selected as samples. Samples qualifying both criteria will be deemed

having knowledge in IT and having experience with Apple’s products.

Consequently, they provide more accurate judgment to answer the question. The

interview method is chosen because it is not possible to identify groups of people

who share both criteria, which makes survey method impossible to use. Samples

will be interviewed with five questions as provided in Appendix A.

4. Scope of the study

The thesis focuses on the two slogans of IBM and Apple: “THINK” and

“Think different”, respectively. The subjects of the study are two huge

companies working in the same computing sector: IBM and Apple. The

Introduction

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timeframe for the data of the study for IBM is 1914-1930 and 2012; for Apple is

1994-2000 and 2011.

5. Research structure

The study is divided into five main parts: The review of slogan in general

and its roles in the company; the overview of “THINK” and “Think different”

slogans; the analysis of the two slogans; the recommendation and conclusion.

The first part, the review of slogans and its role in company, aims to

provide general information of definition, functions and characteristics of slogan.

The part helps to understand what a slogan is and how it benefits a company. The

second part, an overview of “THINK” and “Think different” slogans, intends to

give information of the two companies, the reasons of the invention of the two

slogans, how they were conducted and how they affected the two companies. The

third part, the analysis of the two slogans, compares and contrasts the two

slogans to find their similarities and differences. It also examines how the

slogans manifest the philosophies of IBM and Apple, how they are shown in

their operations and how they are currently applied. The fourth part,

recommendations, suggests some possible solutions for the problems that are

raised in the third part to improve the situation of losing the aspect of culture that

the two slogans represent for both IBM and Apple. The final part, as its name

suggests, summarizes the thesis and answers the thesis questions that are brought

fourth earlier.

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CHAPTER I: AN OVERVIEW OF THE SLOGAN AND ITS ROLE

IN THE DEVELOPMENT OF A COMPANY

In this part of the paper, general information about slogans will be

provided. First, to scratch the surface, the paper will examine several definitions

of slogan to introduce the basic knowledge of what a slogan is. After that, it will

show elements of a slogan, or what composes a slogan. Then it will bring out the

history of slogans to show the development of slogans and their tight to

advertising. Also, this part will deal with functions of slogans and impacts they

have on a company’s operation. Afterward, the relationship between slogan and

advertising campaign as well as the role that it plays in the campaign will be

explored. Finally, the chapter will introduce eleven characteristics that a good

slogan should have. Let’s now begin with the first part: definitions of a slogan.

1.1. Definitions of slogan

A slogan, in its wider definition, means a word or phrase that is easy to

remember, used for example by a political party or in advertising to attract

people's attention or to suggest an idea quickly. The slogan can be employed for

various purposes but the two most prominent uses of slogan are for politics and

marketing ("What is slogan", 2013). Consequently, the two common forms of

slogan are political slogan and advertising slogan. This paper will mainly deal

with the advertising form.

Advertising slogan, or slogan in its narrower definition, is the line that is

usually used for advertising (especially advertising campaign) ("Advertising

Slogans", 2013). They are called by many names: endlines and straplines in

United Kingdom; tags, taglines or theme lines in United States; claims in German

and signatures in France (Foster, 2001). There are many definitions for

advertising campaign slogan. Charles L Whittier defines advertising slogan in his

book Creative Advertising (Whittier, 1955, p. 403) as “a statement such merit

about a product or service that it is worthy of continuous repetition in

advertising, is worthwhile for the public to remember, and is phrased in such a

way that the public is likely to remember it”. Dr. Christine M. Koontz, professor

Chapter I: An overview of the slogan and its role in the development of a company

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of Florida State University, explains slogan as the verbal or written portion of an

advertising message that summarizes the main idea in a few memorable words

(Koontz, 1995). The website Businessdictionary.com describes it as “the simple

and catchy phrase accompanying a logo or brand that encapsulates

a product's appeal or the mission of a firm and makes it more memorable. And

which (when used consistently over a long period), becomes an

important component of its identification or image” ("Advertising slogan").

Because of the straightforward and ease to understand of the definition by

Businessdictionary.com, from now on, this paper will use it as the terminology of

slogan.

1.2. The elements of slogan

Elements of a slogan are the particular traits that define whether a line is a

slogan or not. By definition, a slogan is a simple and catchy phrase

accompanying a logo or brand that encapsulates a product's appeal or the mission

of a firm; and, if used for over a long period of time, it would become an

important component of its identification and image. As the definition suggests,

“Simple and catchy” and “Identification” are the two most important elements

when slogans are considered.

The first element is “Simple and catchy. “Simple” means short line which

should consist of ordinary or common words. With the development of TV and

Internet, people are bombarded with advertisements every day. As a result, a

slogan is usually the only thing that viewers remember when the advertisement is

over ("Advertising: The Magic", 2013). A long and complicated slogan will be

more difficult for customers to remember and they may not catch it before

another ad comes up. This effectively kills one of the purposes of slogan, which

would be discussed later in this section: to communicate information. The second

part, “catchy”, means slogan should be attractive, appealing and easily

remembered to get attention of people and rings in their head even after exposing

to the slogan. This serves yet another purpose: to make people remember of

what’s available.

http://www.businessdictionary.com/definition/mission.html


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The second element is “Identification”, a slogan should identify a product

or company. By saying that, it means that when the slogan is spelled out, the

mind of the customers should link it to a specific brand. To do that, a slogan

should stay consistent with the brand name, either through obviously stating it or

strongly implying it. One purpose of slogan is to communicate information, if it

won’t identify the brand, it will fail this basic goal because the line will not be

able to point out, which company that the information it provides belong to. As a

result, “Identification” is the second important element of slogan.

“JUST DO IT” of Nike is a good example for

examining the elements of slogan. This slogan

was created for Nike’s campaign in 1988

(Nike’s “Just Do It” Advertising Campaign,

2013). It is “simple and catchy”, which consists

of only three ordinary words which anyone

could read, understand and remember. Nike’s

“JUST DO IT” campaign long ended but

because of its success, the slogan still usually

appears alongside with Nike’s logo, the Swoosh in many situations related to the

brand. In other words, it has become an important component of Nike’s

identification and image. In fact, the slogan itself is regarded as one of the most

well-known and recognized trademarks in the history of advertising campaign

(Nike’s “Just Do It” Advertising Campaign, 2013).

1.3. History of slogan

As one of the most important tools in advertising, slogan has a history

which is most likely inseparable from the history of advertising. Advertising is

dated back to the Christian Era ("History Of Advertising", 2013). By this time,

advertisement was expressed in the form of outdoor paintings and signs which

were usually eye catching. Examples of this method have been discovered in the

city of Rome and Pompeii ("History Of Advertising"). Since slogan involves the

use of phrase, it probably did not appear during this period. In the eighteenth

(Source: topdesignmag.com)

Image 1: “JUST DO IT”

and the Swoosh


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century, advertising became flourished in some parts of the world, notably Great

British and America, but advertisement of that time was repetious and

unimaginative, which according to historian Lewis Atherton, "in general the

early advertising was dreary, matter of fact reading, served a limited purpose, and

was completely devoid of ... customer appeal. . . . one advertisement was like all

others." (Atherton, 1938, p. 125). There were advances in advertising during

1820s and 1830s with the introduction of printing technology and new

advertising philosophy. The 1840s marked the born of the early advertising

agencies with “coal and advertising” of Volney B. Palmer ("History Of

Advertising"). Despite all the advances in technology, philosophy and agency,

slogan was still far from existing.

By 1880s, companies started to manufacture large quantities of consumer

goods and advertising products. Advertisements; initially small, with no picture

or type; have their size increased with pictures and variations added and appeared

in newspapers and magazines (Baer, 2013). Advertising agencies tried to gain

consumers’ attention with new products and memorable slogans. And that is

when the first slogan was born. One of the earliest, if not the first, slogans were

introduced 131 years ago in 1882 by Ivory Soap (P&G) following an

interdependent chemistry analysis to test the amount of non-soap ingredients

(Baer). “99 44

/100% Pure” became a pledge of quality to customers and

eventually, the advertising slogan of Ivory Soap until 1891, when “It float” was

added; Ivory soap floated while others did not (Baer).

That simple phrase is one of the most well-known and long-lasting slogan

till today for it effectively and totally differentiated Ivory soap from any other

products by its competitors. People chose it because it gave them the feeling of

being guaranteed in quality (and was more easily grabbed from the bathtub)

(Baer). Nevertheless, it opened the new age of advertising when slogans

flourished. In 1896, New York’s Time introduced the phrase “All the news that’s

fit to print” and it took a permanent place on the upper left corner of the

newspaper. As of 2013, the slogan has remained there for 117 years since it was

invented (Baer). “The skin you love to touch” was used for an ad campaign of


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Woodbury’s Facial Soap which was successful and lasted for more than a decade

(Baer).

If there is something to fuel the flame of slogan and makes it spread even

further, then it must be the introduction of radio by the early 1920s (Baer, 2013).

If one doesn’t read it then he might hear it; if not from his own speaking box,

then from neighbor’s or in public. Radio made it even harder to not know the

jingles, which greatly increases the value of slogan. Indeed, many more taglines

were introduced during that time, like “I’d walk a mile for a Camel” by Camel

cigarette for an ad campaign in 1921; “Always a bridesmaid, never a bride,” by

Listerine in 1923; “It beats – it sweeps – as it cleans” by The Hoover vacuum

cleaner in 1926; “Breakfast of Champions,” by the Wheaties in 1935 and perhaps

most notably, “It’s the real thing” by Coca – Cola in 1941 (Baer).

The opportunity could not be more favorable for advertising in general

and slogans in particular. With the end of War World II, the period of prosperity

was ahead and people had more room in their mind for advertisement (Baer,

2013). Advances in technology also greatly benefited advertising with the

introduction of Television and Internet. Once, people looked at posters, then they

heard on radio, now they watched on Television. With the power it wielded to

take the attention of people whether they wanted it or not, advertising couldn’t be

more valuable, and so was slogan. “A diamond is forever” by DeBeers in 1948

and “See the USA in your Chevrolet” by General Motor Corp. in 1950 are

probably the two most famous that many people of today would be familiar with

(Baer).

From 1960s till now, slogans still continue to flourish and become more

attached to ad campaigns which are designed to associate a brand with specific

qualities. Examples are KFC’s “Fingers’ licking good” or Mc Donald’s “Enjoy

the best food at McDonald's”. The advance of Internet also allows quick online

slogan to be created though professional slogan creating services are much more

favorable.


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1.4. Functions of slogan

Slogan plays a very important role in business. One of the most distinctive

and widely known roles of slogans is to communicate the information about the

company, products or services which helps people to become familiar with the

brand and remember what the brand can offer ("What is slogan", 2013). Needless

to say, almost all characteristics of slogans are directed toward this function.

Let’s take a look at United Airlines’ tagline: “Fly the friendly skies”. How does

this simple slogan serve the company? First is about the messages, the slogan

says that the company is presenting themselves as an airline that carries

passengers. The airline also is introducing about their services which would

provide customers a friendly environment and safety. Second is the appeal,

friendly services and safe flight are what the airlines promises through the slogan

to attract customers; the slogan itself sounds like an invitation. Third is the recall,

the tagline is short and with rhyme which makes it stick longer and faster in the

mind of customers, allowing it to be remembered and recalled more effectively.

This function of slogan is further supported by its nature: simple and catchy. The

very same memorable phrase can be used in almost anywhere, from TV ads,

posters, business cards to uniforms, decorations. All in all provides a constant

reminder for consumers of company’s specialties.

One very interesting function of slogans that few other communication

tools possess is that they can be used to keep the company fresh, up-to-date and

focused ("Importance Of Taglines", 2013). Slogans by their very nature is

dynamic. Unlike the logo or brand name which should remain unchanged as it

will cause the problem of losing brand’s identity, slogan can easily be changed

and updated to fit company’s new goals and products (Mwangi, 2013). In fact,

slogans are particularly effective when it comes to communicating the major shift

of change. It shows customers the evolution of the company’s philosophy and

that the company is striving to reach out to the need of consumers ("What is

slogan", 2013). For example, Nike’s famous “JUST DO IT”, while its success is

out of discussion, is sometimes criticized for the audacity of negative attitude.

The company decided to change the slogan to the softer “I can” when it wanted


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to market more shoes and apparels to women (Nike’s “Just Do It” Advertising

Campaign, 2013). Or KFC’s “Fingers lickin good” is being switched to “So

good” due to the company wanting to establish a healthier image ("KFC ditches

'finger", 2011). Slogan can also be changed to represent the societal shift in

perception. For example: Ford’s “Quality is job one” was replaced by “Go

further” recently because, in the market of today, high quality is what the

company must give to consumers and is no longer a marketing variable.

Slogans may play as a factor contributing to the increase or decrease of

market share (Mwangi, 2013). This is related to one of the characteristics of

slogans which will be covered later in this paper: imparting positive feeling of

the brand and avoiding negativeness. The slogan is supposed to attract and focus

the attention of consumers, making them interest in the product or a brand. Being

negative would very likely counter this function and even make customers less

like the brand. When they don’t like the brand, they may choose substitutes from

other competitors and the consequence is a drop in market share.

However, slogan may also affect market share not by the message it

contains but by the relationship with rivals. The lawsuit of Pizza Hut and Pa Pa

John’s Pizza is one of the most obvious examples. In 1997, Pizza Hut launched a

new “Totally new Pizza” campaign in which the company declared war on poor

quality pizza. National ads of the campaign boasted the “better taste” of Pizza

Hut and “dare” anyone to find a “better pizza”. Sometime later, Pa Pa John

launched its first ad campaign directed toward Pizza Hut’s “Totally new Pizza”

and it was successful. The second ad campaign by this brand focused on proving

its superior sauce and dough over Pizza Hut to reinforce its current slogan

“Better Ingredient. Better Pizza”. As a result, Pizza Hut’s market share dwindled

by 8% while Pa Pa John’s rose by 11.7% (Appeals from the United States

District Court on the case of Pizza Hut and Pa Pa John's Pizza, 2000). This shows

just how much impact a good slogan can put on sales.


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1.5. Slogan and advertising campaign

An advertising campaign is a specific course of action designed to

advertise a brand or a product that employs an intentional and carefully

coordinated series of marketing tools in order to reach the target audience ("What

is an Advertising", 2013). The campaign is the groups of advertising messages

which are similar in nature, which share the same messages and themes and are

placed in different types of media at some fixed times ("Advertising Campaigns",

2013). An advertising campaign usually has three objectives: to inform people

about the product, to convince them to buy the product and to make products

available for purchase ("Advertising Campaigns"). In an advertising campaign,

several tools can be used which vary from one to another, including but not

limited to print and electronic media ("What is an Advertising").

A slogan is usually considered a powerful tool in advertising campaign for

several reasons. Firstly, an advertising campaign typically has a theme which is

the center of the advertising messages that will be communicated in promotion

activities. The theme of the campaign is what the company that releases the

campaign wants to communicate with their customers. If they can pack the whole

theme of the campaign in a short line, they can make customers remember the

purpose of the campaign. That line will be slogan. In other word, a slogan will

act as a conduit to transfer the theme of the campaign from the company to their

consumers.

Secondly, an advertising campaign has three objectives: to inform people

about the product, to convince them to buy the product and to make products

available for purchase. Slogan can help to achieve two out of three goals. If a

slogan includes a name of the product and the key benefits of purchasing the

brand, combining with its simple and catchy nature, the slogan will become an

effective tool to remind customers of the product availability.

Finally, advertising campaign usually uses various media to promote.

Slogan is a simple phrase and it can be put on along with the advertisement. The

ads will be on media anyway, if viewers don’t get the ads but get the slogan, then


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it is a success. If they neither get the ads nor the slogan, then the company will

not lose extra money for putting on a small line. That’s why slogan is considered

an effective tool for advertising campaign.

1.6. Characteristics of slogan

This part will cover eleven characteristics that a good slogan should have

according to Timothy R.V. Foster (Foster, 2001), an advertising expert who

founded Adslogans Unlimited. It is important to note that these are distinguishing

from the two elements of slogan that were mentioned earlier. The elements are

what compose a slogan while the characteristics are what a slogan should have

and are more optional. It is not necessary, and also very difficult to make a

slogan that possesses all the characteristics listed below, but a good line would

have as many as possible (Foster).

1.6.1. Memorability

One of the most important characteristics of slogan is memorability,

which refers to the chance that the line could be recalled without external aid.

While the brand and the usage of the slogan, if it has already been used for a

while, will contribute much to its memorability; any tagline starts out as fresh. So

what makes a new slogan memorable? It is suggested that it’s “the story told in

the advertisement – the big idea” (Foster, 2001).

The more the line reflects a big idea, the more it will be memorable. One

advert of Ireland National Lottery opens with an ordinary day when people go to

work, then two parallel and seemingly unimpressive boats appear and spit water

at the sky toward each other. Two streams of water under the ray of sunlight

create a splendid rainbow. All the people around rush toward the river bank and

watch the scene in awe, they then laugh and hug and kiss one another in

excitement. The advert ends with the company’s slogan: “Making magic

happen”. The line reflects the big idea of the advert, an unintentional rainbow

could make an ordinary day a special one and bring happiness and people

together. That is magic of life. The slogan become memorable because of the


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impression the advert gives watchers and the resonation of the advert inside the

line itself.

Reflection of the story is not the only way to make slogan memorable,

there are several good ones as well: alliteration, coined words, puns and rhymes

(Foster, 2001). These effectively make a line like a jingle, further increasing its

capability to stick to one’s mind. Alliteration, coined words and puns will be

examined below; because it’s more related to the next part, rhymes will be

explored later.

First is alliteration, which happens when there is high occurrence of a

letter at the beginning of words in slogan. For example, the slogan of Jaguar was

“Don’t dream it. Drive it”, the “D” letter is repeated three times. Another

example is Fila with the “F” letter in “Function… Fashionable… Formidable…”.

Similarly, several notable examples include Land Rover with “The best four by

four by far”, AOL with “Welcome to the World Wide Wow” and Greyhound

with “Greyhound going great”.

Second is utility of coined words, which is the use of made-up words in

slogan. The made-up words are usually relating to the brand or product of the

brand. For instance, Burton Menswear’s slogan was “Everywear” which is the

coined word of “Everywhere” and “Wear”; “Nefficiency” of Neff is the

combination of “Neff” and “Efficiency”; KP Peanuts had “Pure Snacking. Pure

Snacktivity” with “Snack” and “Activity” and Guinness had “Guinless isn’t good

for you”, which plays with the suffixes -ness and –less.

Third is puns, which means exploiting the different meaning of a word or

words that sound alike but have different meanings in a slogan. The art can be

used with or without brand name. However, without brand name, other

companies may use the line (Foster, 2001). Illustrations for pun without brand

name are Moss Security with “Alarmed? You should be”, Casio with “Precisely

what you’re looking for” and Weight Watchers Frozen Meal with “Taste. Not

waist”. Pun with brand name is divided into two categories: Brand name appears

not as a pun and Brand name appears as part of the pun. Samples for the first


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type are Tic Tac Candy with “Tic Tac. Surely the best tactic”, Ritz Cracker with

“Nothing fitz like a Ritz” and Kenco Really Rich Coffee with “Get Rich quick”.

For the second type, Frosted Chex had “Chexellent, or what?” and Thomas Cook

had “Don’t just book it, Thomas Cook it”.

1.6.2. Solidification

Ideally, the name of a brand should be included in the slogan so that once

consumers remember the line, they will remember the brand and once they recall

the line, they know where to find what they need (Foster, 2001). “My goodness,

My Guinness!” or “Don’t just book it, Thomas Cook it.” are examples for this.

However, not having the brand name in the line can also work, but usually

only if it is a big, famous and powerful brand. Nike’s “JUST DO IT” may appear

with the Swoosh only, the name “Nike” is unmentioned. Or the famous “Think

different” of Apple was usually shown with the bitten rainbow apple – logo of

the company. When it works, this technique is extremely effective as it forces the

mind of viewers to recall and place the brand name whenever they spell the

slogan.

The method that is usually used to bring in the brand name is to use

rhymes (Foster, 2001). The brand name could be part of the rhyme or not part of

the rhyme though the first case is more popular. Examples for rhyme with brand

name as part are City Link’s “City Linking, smart thinking”, Thomas Cook’s

“Don’t just book it, Thomas Cook it” and Haig Scotch’s “Don’t be vague. Ask

for Haig”. For rhyme without brand name as part, “A mars a day helps you work,

rest and play” of Mars and “It’s the Viakal fizz that does the bizz” of Viakal are

good instances. The reason why rhyme without brand name as part of it is not

often used is because competitor companies may change the name and use the

line as their own. This, of course, ruins the first and second functions of slogans.

1.6.3. Key benefits including

Slogans are usually considered what viewers get if they miss the entire

advertisement (Foster, 2001). That’s the reason why including the key benefits


15 | P a g e

would be a great idea to remind the viewers of what they will get whenever they

recall the line. A slogan is memorable, if the benefits are included, then they are

memorable as well. Examples for this include Weight Watchers and “Taste. Not

waist” or Holliday Inn with “Pleasing the people the world over”.

As with the second function, not all slogans include the key benefits.

Bigger brands are famous and well-known enough to have their key benefits

acknowledged and may omit those from their slogan. They may choose to use

slogan to show their philosophy: Viettel with “Say it your way”, to rally: Nike

with “JUST DO IT”, to affirm its value/ catch attention: Exxon with “We’re

Exxon”, etc.

1.6.4. Brand differentiation

How a slogan differentiates the brand? Let’s take a look at one of

Heineken adverts. A man comes home and finds that his home has been deserted,

furniture is plunged around. It’s clearly a break-in. The desperate man picks up

his phone, presumably to call police, then he suddenly startles, rushes for the

refrigerator and opens it. The refrigerator is emptied. He (strangely) smiles in

relief and tells the police: “False alarm!”. He then reveals a hidden chamber of

the refrigerator, which filled with Heineken beers. The man sits on the floor and

happily drinks his beer. The advert ends with Heineken’s slogan: “It’s all about

beer”. It is mostly for fun, of course, but it implies (jokingly) that even when

people are facing the most miserable situation, all they think about would be

Heineken beer. This is what set Heineken apart from its competitors.

1.6.5. Originality

What could be more memorable than something original? For that reason,

in advertising industry, originality is a very important factor. A new way of

sending the message will differentiate the brand from other copycats and also-

rans. There are plenty of beers that are “refreshing”: Bud Ice (Extreme

refreshment), Hamm’s (Hamm’s the beer refreshing), Budweiser (Refreshingly

different), etc… But then Heineken with “Heineken refreshes the parts other


16 | P a g e

beers cannot reach” appeared. Nowadays, Heineken is an international beer brand

that is associated with “refreshing”.

1.6.6. Positive feeling imparting

Slogan works as a way to build brand equity, to advertise and to introduce

the company. The feeling the slogan imposes on customers will influence their

feeling about the company. When the slogan sounds negative, people will raise

questions of the company’s attitude and performance. More or less, this will

affect their choice and in the long run, the outcome of the company might be

dwindled. Many slogans in history sound negative. “It doesn’t look like you can

afford it” is the slogan for the TR7 sport car of Triumph’s lines in 1976. This

slogan sounds like a challenge, but worse, a sarcasm challenge which hits the

pride of customers and urges them to buy one. As a result, even customers who

had the desire for the car might not felt satisfied after purchasing it. Another

example is “If it doesn’t get all over the place, it doesn’t belong in your face” of

Carl’s Jr. Can anyone actually link this slogan to a meal? Now, let’s have a look

at the following slogans: “You’ll love the way we fly” (Delta Airlines’ slogan),

“Fast food and good for you” (Egg Marketing Board’s slogan), “The key to a

nice, relaxed evening” (Horlicks’ slogan). They sound more for a choice than the

first two.

1.6.7. Brand’s personality reflection

Some may be confused at how a brand possesses personality. One

definition of brand’s personality is “habitual pattern and qualities of behavior of

any individual as expressed by physical and mental activities and attitudes;

distinctive individual qualities of a person considered collectively” (Foster,

2001). In other words; if a brand were a person, slogan should suit that person.

To better understand this, let’s have a look at this example: Volkswagen Beetle:

“Think small”. This slogan suits this line of car since they are small. However,

they are not physically attractive. Using line like “As good as it looks” (Felix’s

slogan) will not work.


17 | P a g e

1.6.8. Campaignability

Slogans are usually used for advertising campaigns. It would not make

sense (and very costly) to have a line that would suit only one or several but not

all of the series of advertisements from that campaign. In other words, the line

should be able to support all the advertisements and commercials from that

campaign, even though each is unique and has a different story. For example:

Heineken’s line “How refreshing! How Heineken!” was used for a various

advertisements involving unbelievable situations. Apple’s slogan “Think

different” was shown in many advertisements which introduced famous

celebrities who did not follow the common way.

1.6.9. Competitors’ incapability to use

A slogan’s effectiveness will cease if competitors can change the brand

name and use the line. Then the slogan’s function of memorable would do the

opposite, it will become very difficult to place a name when recalling a line,

simply because there are many names associating with that line.

One of the most overused lines according to the Adslogan Unlimited

database is “Simply the best” and its variation. “Simply the Best” is used by

American Legend, Amiga, Aspen, Bishop’s Nissan, True Digital, Duet,

Edinburgh Woolen Mills, Sunshine Flights and many more. HME Firestruck uses

a slightly different version: “Simply… the Best”.

1.6.10. Simplicity

If the line is not simple, it will not be memorable. If it is not memorable,

then the slogan will become obsolete as it will not serve any more purposes.

Some experts call slogan something people get if they do not catch the ad,

making a complex line and they will not catch anything at all.

Most example lines from the beginning of this paper are simple, but there

are some that are not. Illustrations for complicated slogans are Carl’s Jr and “If it

doesn’t get all over the place, it doesn’t belong in your face”, Iberia Airlines and

“The best connections in the world mean nothing if an airline forgets the human


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once” and Fireman’s Fund Insurance with “Inventor and Scientist make dreams

come true; the insurance man keeps nightmares from happening”.

1.6.11. Meaningfulness

Again: a slogan is what people get if they did not catch anything in the

advertisement. If the line has depth, viewers will try to explore its morals, which

in turn makes the line more memorable. A meaningless line could be memorable

as well (mostly for its silliness) but since it gives people nothing to think about,

they will soon forget about it. There are several slogans about which it is very

difficult to get what they want to say, such as Environment Agency and “Use bin.

It beats getting your bird nicked by a logo”, Captain Morgan and “Drink

responsibly - Captain's orders!” and H&R Block with “You got people”. Since

those slogans are not meaningful, viewers don’t have to think about it to get its

meaning. As a result, they will soon forget about it. A slogan that cannot stick to

the mind of customers is a junk line as it serves no slogan’s purposes.

Summary

Chapter 1 provided the basic theory and examples about slogans. There

are a number of key points to note. The first thing is the definition of slogan

which defines it as a simple and catchy phrase accompanying a logo or brand that

encapsulates a product's appeal or the mission of a firm and makes it more

memorable. And it, when used consistently over a long period, becomes an

important component of its identification or image. Secondly, a slogan has three

main functions: to communicate information; to keep the image fresh, focus and

up-to-date, and to affect market share. Third, a slogan is an important tool to use

in advertising campaigns and finally, there are eleven characteristics that a good

slogan should have. Those points are important as they will serve as the base to

examine the “THINK” and “Think different” slogans in the next chapters.

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CHAPTER II: AN ANALYSIS OF “THINK” AS A WORD AND AN

OVERVIEW OF THE TWO SLOGANS AND THE TWO

COMPANIES

This chapter will provide an analysis of the word “Think”, the common

word of the two slogans, its originality, change of meaning and its current

definition because it is necessary to understand the lexical meaning of the word

“Think” as it will provide the fundamental to further explore the depth of the

lines. After that, the chapter will provide general information about the two

companies: IBM and Apple and introduce about the two slogans: their

backgrounds, effects and public reception. Let’s start with the first part: the

lexical meaning of “Think”.

2.1. The lexical meaning of “Think”

The lexical meaning of a word is the individual meaning each word has in

the system of language. This meaning brings together the different forms of one

and the same word, whereas the grammatical meanings distinguish between them

("Think", 2013). Based on that knowledge, let’s now examine the various

different meaning of “Think”.

2.1.1. The origin of the word

The earliest form of the modern “Think” is “Thyncan” in the Old English.

It is recorded to be used from before 900 A.D ("Think", 2013). Very little is

known about the usage of the word at the time. However, the Oxford Dictionaries

indicates that the meaning of the word “related to think”. After 1150 A.D, when

the Middle English replaced Old English, “Thyncan” was replaced by “Thinken”

(Dictionary.reference.com, 2013).

When the Middle English ended around 1500 A.D (Durkin, 2013), Early

Modern then Modern English followed it. Those are the two periods that witness

the huge expansion of English words. Because of the development in science and

life, between 1600 and 1700, about 8000 words were added to the language

dictionary (Weiner, 2013). Due to the increase of the number of words, many

Chapter II: An analysis of “Think” as a word and an overview of the two slogans as well as the

two companies they represent

20 | P a g e

words had their meaning narrowed. “Thinken” was among them when it became

“Think”. In the case of “Think”, it also undertook the specialization of meaning

process (that is, when the word not only narrows its meaning but passes into

specialized vocabulary as a term (Nguyen, 2001)) in the sense that now, it mostly

refers to the conscious mind, reasoning, rationality or belief.

2.1.2. Changes and development of meaning

This section will examine the change and development of the meaning of

the word “Think” from the Middle English “Thinken” to the modern “Think”

based on the explanation of Middle English Dictionary Entry

(Quod.lib.umich.edu, 2013) and Oxford Dictionary ("Think", 2013). Due to the

lack of document, the Old English “Thyncan” will be assumed to take on to same

layers of meaning to “Thinken” and omitted from the section.

Acording to Middle English Dictionary Entry, “Thinken” had very broad

layers of meaning. The word had nine layers with up to six sub-senses per layer.

Most of the layers are shared with “Think” but to much lesser extent, showing

the sense narrowing process. However, “Think” also has a few additional senses

compare to “Thinken” which serves as the example of sense extending. To

illustrate the sense narrowing and extending process, this part will examine each

of the nine layers of meaning of “Thinken” and their counterparts in “Think”.

The first layer regards to the use of the mind. This is the main definition of

both “Thinken” and “Think”. The layer includes six sub-senses for “Thinken”

and two for “Think”. The six senses of “Thinken” are: (1) to exercise the faculty

of reason, cognitate or to exercise the reason about something; (2) to understand,

comprehend or realize something; (3) to speculate about something (a course of

event) or examine in one’s mind about possibility; (4) to form or hold a thought

in one’s mind; (5) to perform a mental instead of verbal or physical action and

(6) to pray or communicate spiritually. “Think” only has two sub-senses in this

layer: (1) to use the mind to consider something, to form connected ideas or to

try to solve problems and (2) to have ideas, words or images in the mind. The

first sub-sense of “Think” is similar to the first and second sub-sense of



21 | P a g e

“Thinken”, the second sub-sense” of “Think” is similar to the fourth of

“Thinken”. The other sub-senses of “Thinken”: the third, fifth and sixth are no

longer implied by the word “Think”.

The second layer regards to the mental image. “Thinken” had three sub-

senses in this layer: (1) to form a mental image or conceive of

somebody/something, imagine, picture to oneself in the mind; (2) to dream or

have vision of something that happened in the past; and even rarer, (3) to express

the sheer inconceivability and ineffability of something (the bliss of love, the

joys of heaven). “Think” only has one sense in this layer: (1) to form an idea of

something or to imagine something. This sense is akin to the first sub-sense of

“Thinken”. “Think” doesn’t seem to be used to indicate the second and third sub-

senses of “Thinken” anymore.

The third layer regards to remembering. “Thinken” had three sub-senses:

(1) to remember or recall something; (2) to turn one's mind or attention; and (3)

to bear in mind or remain mindful. The only sense in this layer of “Think” is

similar to the first sub-sense: (1) to remember something or to have something

come into your mind. The second and third sub-senses are not seemed to be

illustrated by the word.

The fourth layer regards to opinion and belief. “Thinken” had five sub-

senses: (1) to form an opinion or come to a conclusion; (2) to believe or believe

in somebody/something; (3) to deem or consider; (4) to hold an opposing view;

and (5) to suppose something. Again, “Think” only has one sense: (1) to have a

particular idea or opinion about somebody/something or to believe something.

The sense is identical to the first and second sub-senses of “Thinken”.

The fifth layer regards to attention. “Thinken” had two sub-senses: (1) to

pay attention or concentrate one's mind; focus one's mind on

somebody/something; (2) to have concern, care or have something uppermost in

one's mind, be concerned about, care for. “Think” does not have this layer of

meaning, the most obvious proof of the sense narrowing process.



22 | P a g e

The sixth layer regards to learning. “Thinken” had three sub-senses: (1) to

meditate, ponder on something, and dwell on in the mind; (2) to study or take

example by study or derive a lesson from somebody/something; and (3) to

entertain a notion or thought. Like the fifth layer, “Think” does not have this

sense.

The seventh layer regards to expectation. “Thinken” had four sub-senses:

(1) to make a plan, plot or scheme; (2) to devise something or contrive; (3) to

give due consideration before acting; take account, take something into

consideration before acting; and (4) to expect something or anticipate something

to happen. The only sense of “Think” in this layer is simply (1) to expect

something.

The eighth layer regards to intention. “Thinken” had three sub-senses: (1)

to form a purpose or have an intention, be minded or intend something; (2) to

resolve or be inclined to do something; and (3) to intend to specifically go to a

place. “Think” has one sense for the layer: (1) to intend something or to have a

plan about something, which is comparable to the first sub-sense.

The final layer is miscellaneous layer, which contains all the senses that

do not fall into any other layers. “Thinken” and “Think” do not appear to share

common sense in this category. “Thinken” had five senses: (1) to be penitent,

repent or be sorry; (2) to feel (sorry, shame, awkward, etc.); (3) to wonder about

something; (4) to find something agreeable or to think good of something; and

(5) to grow weary or impatient with waiting. “Think” has three: (1) to think in a

particular way or on a particular subject; (2) to show anger/surprise; and (3) to

sound less definite or more polite. This category shows two trend of change and

development of meaning: extend and narrow. “Thinken” when transformed into

“Think” lost many of its senses but also gained a small number of new senses.

In conclusion, “Think” has undertaken massive changes in meaning when

turning from “Thinken”. It lost many senses and several layers but also gained

additional meaning, showing the sense narrowing and extending process. After

examining the change and development of meaning, it is also possible to



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simultaneously draw out the lexical meaning of “Think”. The lexical meaning of

the word includes seven layers of meaning: the use of the mind, mental image,

remembering, opinion/belief, expectation, intention and miscellaneous with each

has its own senses.

2.2. An overview of the two slogans and the companies they represent

In this section, general information about the two companies IBM and

Apple will be provided, the information will aid in understanding why IBM

chose “THINK” and Apple picked “Think different” as slogan. This section also

introduces the two slogans, how they were conducted and their impacts to the

owner companies and the world. Let’s begin with the first company IBM and its

slogan “THINK”.

2.2.1. IBM and “THINK”

2.2.1.1. Overview of IBM

a. An introduction of IBM

International Business Machines Corporation (IBM), incorporated on June

16th

, 1911, is an information technology company. As of 2010, IBM was the

world’s biggest technology company and the second most valuable by global

brand. IBM manufactures and sells computer hardware and software. In addition,

the company offers infrastructure services, hosting services and consulting

services in areas ranging from mainframe computers to nanotechnology

(Guardian, 2010).

IBM Research received recognition beyond any commercial technology

research organization. The organization claimed 5 Nobel Laureates, 9 United

States (U.S) National Medals of Technology, 5 U.S National Medals of Science,

6 Turing Awards, and 10 Inductees in U.S Inventors Hall of Fame. The company

was also behind the inventions of the Personal Computer (PC) ("IBM profile",

2013).



24 | P a g e

b. History of IBM

The beginning

On June 16, 1911, three successful companies of 19th century decided to

merge, marking the beginnings of IBM history. The Tabulating Machine

Company, the International Time Recording Company, and the Computing Scale

Company of America joined together to incorporate and form one company, the

Computing Tabulating Recording Company (C-T-R). The company

manufactured and sold products ranging from commercial scales and industrial

time recorder to meat and cheese slicers, tabulators and punch cards (IBM

Archives, 2013). Thomas J. Watson Senior joined C-T-R as CEO in 1914. His

present was a milestone which marked the start of the transformation of the C-T-

R company.

The birth

In 1924, Watson was not pleased with the current state of his company so

he decided to change the name of the C-T-R company (Collins & Porras, 1994).

He renamed it International Business Machines Corporation or IBM. From the

beginning, IBM defined itself not by selling products but by its research and

development (IBM Archives, 2013).

The development

IBM began designing and manufacturing calculators in the 1930s, using

the technology of their own punch card processing equipment. A few years after

that, in 1944, IBM joined with Harvard University to finance the invention of

the Mark 1 computer, the first machine to compute long calculations

automatically (Bellis, 2013). Following the event, in 1953 IBM was ready to

completely produce their own computers, which began with the IBM 701 EDPM,

their first commercially successful general-purpose computer. To further advance

in this sector, IBM co-operated with Microsoft to create an operating system for

IBM’s new computer for home customers in 1980 and the computer, the IBM

PC, was released in 1980 (Bellis, 2013). The root of Internet began in 1985 when



25 | P a g e

IBM introduced local area networks (LAN), which permitted PC users to

exchange information and share printers and files within a building. Since then,

IBM established a foundation for network computing and numerous applications

of PCs (Bellis, 2013).

The “Big Blue”

On September 29, 2011, IBM surpassed Microsoft with closing value of

214 billion USD vs. 213.2 billion of the latter. It was the first time since 1996

that IBM exceeded its software rival based on closing price (Bellis, 2013). As of

2012, IBM remains as the largest computer company and one of the most

successful and valuable company in the world (CNNMoney, 2012).

c. IBM Business Description

According to IBM Archives website (IBM Archives, 2013), the

company’s major operations comprise a Global Technology Services segment; a

Global Business Services segment; a Systems and Technology segment; a

Software segment; and a Global Financing segment.

Global Technology Services (GTS) segment primarily reflects

Information Technology (IT) infrastructure services and business process

services, delivering value through the company’s global scale, standardization

and automation.

Global Business Services (GBS) segment primarily reflects professional

services and application outsourcing services, delivering business value and

innovation to clients through solutions which leverage industry- and business-

process expertise.

System and Technology segment provides IBM’s clients with business

solutions requiring advanced computing power and storage capabilities.

Approximately 55% of the Systems and Technology’s server and storage sales

transactions are through the company’s business partners; approximately 45% are

direct to end-user clients, more than 40% of which are through the Internet at

ibm.com (IBM Archives, 2013).



26 | P a g e

Software consists primarily of middleware and operating systems

software. Middleware software enables clients to integrate systems, processes

and applications across a standard software platform.

Global Financing invests in financing assets, manages the associated risks,

and leverages with debt, all with the objective of generating consistently strong

returns on equity. The mission of Global Financing is to generate a strong return

on equity and to facilitate clients’ acquisition of IBM hardware, software and

services.

2.2.1.2 The “THINK” slogan

a. History of the slogan

The slogan was invented in 1911 at an early morning meeting of National

Cash Register Company (NCR) sales managers. On this day, the managers could

not come up with good idea to improve the business. Thomas J. Watson Sr., the

future chairman of IBM, became frustrated at the situation. He said: “The trouble

with every one of us is that we don't think enough. Thought has been the father of

every advance since time began. 'I didn't think' has cost the world millions of

dollars”. After that, he wrote "T-H-I-N-K" with a blue crayon on the easel behind

him. He decided that from then on, “THINK”

would be the company’s slogan and order his

subordinate to post a placard with “THINK”

printed on it in bold letters on the wall of the

room the following morning. Almost

immediately, the one-word slogan had been

placed on signs in every department at NCR

(IBM Archives, 2013).

In 1914, when Thomas joined C-T-R, he brought that concept with him as

general manager. After 1924, when C-T-R became IBM, “THINK” became an

ever present reminder of the company of how it was held together (IBM

Archives, 2013). At the peak of its popularity, THINK sign appeared in almost

Image 2: THINK sign

(Source: ibm.com)



27 | P a g e

any desks and walls of IBM offices; the employee magazine of the company is

named Think; and many IBMers would carry a notebook with “THINK”

embossed on the cover (IBM, 2013).

In the early 1930s, the “THINK” motto began to take precedence over

other slogans of IBM and later became the name of IBM’s employee publication


b. The campaign

While “THINK” is a slogan, it is no mere slogan like “Think different” of

Apple which would be introduced later. “THINK” is also the motto of IBM.

Because of that reason, there is no actual campaign for it but the very existence

of the word for more than 100 years since 1911 could be considered one of the

longest advertising campaigns to ever dated.

This unofficial ad campaign does not use poster or commercial but it uses

its own culture to advertise that culture. With THINK appears in almost

anywhere and anything IBM can name and IBMers carry it wherever they go,

THINK and IBM will continue to be advertised and the campaign will not end

until IBM decides to abandon it.

c. Reaction from the public and effects on IBM

“THINK” received positive reception from the public. By 1930s, the

slogan was particular popular in IBM offices and factories around the world.

IBM was flooded with requests for the famous “THINK” sign from the public

and from customers who wanted to use it for their own business. 9.000 signs

were handed out by IBM in 1948 and in 1960, the number jumped up to 20.000

(IBM, 2013). By 1950s, the “THINK” motto and the sign gained the attention of

media, including cartoonists, satirists and other humorists. “THIMK” was one of

the parodies based on “THINK” by MAD Magazine, which gave rise to other

words and short phrases that similarly offered humorous contradictions (IBM).



28 | P a g e

2.2.2. Apple and “Think different”

2.2.2.1. Overview of Apple Incorporation

a. An introduction of Apple

Apple Inc. which is known formerly as Apple Computer Inc. is a

multinational corporation that designs, manufactures and markets consumer

electronics products, such as personal computers, portable music players, cell

phones and related software, services, peripherals ("Apple Company Inc.", 2006).

Apple’s products are sold worldwide while other supports are provided through

its website as well as more than 250 retail stores around the world. Apple is

largely responsible for the enormous growth of personal computer industry in the

20th

century (“Apple Company Inc.”).

Apple has established strong reputation among electronic markets in

particular and global market in general. According to surveys by J. D. Power,

Apple is the company with highest brand equity and repurchases loyalty from

customers (Apple Inc. and the Ebook reader, 2009). Apple is also ranked as the

most valuable company in 2012 (Pringle & Wang, 2013).

b. History of Apple

Pre-foundation

The Apple Computer was co-founded by Steven Wozniak and marketed

by Steven Jobs. The company’s history roots back in 1976 when Steven Wozniak

and Steve Jobs – two college dropouts – partnered up to introduce the Apple I

Computer, then the Apple II in 1980. Both were successful (Apple Inc. and the

Ebook reader, 2009). Apple was incorporated as “Apple Computer Inc.” soon

after the release of Apple I. Because of its product’s ease to use, expandability

and features, by 1984, Apple Computer grew to become a profitable and well-

regarded company (Apple Inc. and the Ebook reader).

The problematic time



29 | P a g e

In the early eighties, facing the competition from the PC market and

internal difficulties, the company had to make many critical management

changes. By 1983, Apple had encountered obstacles with the entry of IBM into

the PC market, and the failure of its Apple III version computer (Apple Inc. and

the Ebook reader, 2009). Apple introduced its first mouse driven computer, the

Macintosh in 1984 ("Apple Computer, Inc.", 2013).

In 1994, the company launched the PowerPC chip based PowerMac. This

new chip allowed Macs to compete with the speed of Intel’s PC processors.

Apple still had problems though and in 1995, the company had a $1 billion order

backlog which was compounded by the launch of Windows 95 (Apple Inc. and

the Ebook reader, 2009).

The risk of downfall

Between 1984 and 1985, Apple's net income dropped dramatically at 17%

due to the poor follow-up sales of the Macintosh computer (Apple Inc. and the

Ebook reader, 2009). Jobs was fired and John Sculley took over his position.

Later risky ventures such as the Newton PDA and lawsuit with Microsoft caused

market share and stock price of the company to drop at an alarming rate. The

Company’s performance nosedived in 1995-96 when it lost $68 million ("Apple

Company Inc.", 2006). By 1997, the company faced the risk of bankruptcy when

Apple lost hundreds of millions of dollars ("Apple Company Inc.").

The resurrection

In 1997, Steven Jobs, the original co-founder returned as interim Chief

Executive Officer ("Apple Company Inc.", 2006). Under his leadership, Apple

reorganized to concentrate on its more profitable competencies. Apple divested

its unsuccessful spin offs, including Newton.

Soon after Steven Jobs returned, an agreement was made with Microsoft,

and was subsequently followed with the appearance of MS Office on Mac PCs.

During 2001, the company acquired PowerSchool, one of the leading providers

of web-based student information systems for K-12 schools and school districts.



30 | P a g e

Also in 2001, the company acquired Spruce Technologies, a privately held

company involved in developing and marketing DVD authoring products

("Apple Computer, Inc.", 2013).

In the following year, Apple, Ericsson and Sun Microsystems formed an

alliance to create a standard format for delivering multimedia content to wireless

devices, such as smart phones and PDAs. The alliance combined Apple’s

QuickTime video creation software, Sun’s content distribution software and

hardware, and Ericsson’s mobile infrastructure and services expertise ("Apple

Company Inc.", 2006).

Apple pursued a number of acquisitions during 2002. The company

acquired Prismo Graphics, Silicon Grail and certain assets of Zayante, and also

acquired the German based specialist music software manufacturer, Emagic,

which became a wholly owned division of Apple ("Apple Company Inc.", 2006).

Additionally, in the second quarter of 2002, the company acquired certain assets

of Nothing Real, a privately held company engaged in the development of high

performance tools designed for the digital image creation market.

The fore-runner

Apple launched its iTunes music store, an online store for downloading

music tracks and albums in 2003. In the following year, the company signed

licensing agreements with three of the largest European independent music

labels, Beggars Group, Sanctuary Records Group and V2, adding tens of

thousands of additional independent tracks from leading artists to the iTunes

music store in the UK, France and Germany. In the same year, Apple introduced

its fourth generation iPod portable digital music player ("Apple Company Inc.",

2006).

In June 2005, the company made agreement to use Intel microprocessors

in its Macintosh computers. Later in the year, the company collaborated with

Acura, Audi, Honda and Volkswagen to deliver iPod with their car stereos for

2006 model lines and also introduced mobile phone with iTunes in collaboration

with Motorola and Cingular Wireless ("Apple Computer, Inc.", 2013).



31 | P a g e

In 2009, Tim Cook took over CEO position of Steve Jobs due to Jobs’

absence for treatment. Apple’s performance was outstanding with stock prices

increased by almost 70% ("Apple Computer, Inc.", 2013). In May 2010, Apple

for the first time surpassed Microsoft and, from then on, holds the position of the

world’s most valuable company (Firstpost, 2012).

c. Apple Business Description

According to Datamonitor (2006) and a case by Stanford University

(Apple Inc. and the Ebook reader, 2009), Apple Computer operates in computing

sector. The company also designs, develops, and markets a line of portable

digital music players along with related accessories and services including the

online distribution of third-party music, audio books, music videos, short films,

and television shows. The company sells its products worldwide through its

online stores, its own retail stores, its direct sales force, and third-party

wholesalers and resellers.

The company manages its business primarily on a geographic basis. The

company operates through five operating segments: the Americas, Europe, Japan,

retail and others. The Americas, Europe, and Japan reportable segments do not

include activities related to the retail segment. The Americas segment includes

both North and South America. The Europe segment includes European countries

as well as the Middle East and Africa ("Apple Company Inc.", 2006). Each

reportable geographic operating segment provides similar hardware and software

products and similar services. The retail segment currently operates Apple-

owned retail stores in the U.S, Canada, Japan, and the UK. The company has 116

retail stores in the U.S and eight international stores in Canada, Japan, and the

UK ("Apple Company Inc."). The other operating segment focuses on Asia-

Pacific, which includes Australia and Asia except Japan; and the company’s

subsidiary, FileMaker ("Apple Company Inc."). FileMaker develops, publishes,

and distributes desktop-based database management application software for

Mac OS and Windows-based systems.



32 | P a g e

2.2.2.2 The “Think different” campaign

a. History of the campaign

1985-1997 was the trouble time of Apple with inaccurate marketing

strategies. The Lemming ads of Apple in 1985 was considered “worse than

mediocre (where people would simply fail to notice); it was bad” (Hormby,

2007). The event followed by the leave of Steve Jobs. CEO Scully fired

Chiat/Day, which had handled Apple's PR for its entire history, and refocused

Apple's marketing strategy on more conventional ads, which centered on features

and price rather than brand images (Hormby).

That strategy was proved to be a disaster. Because of the less inspiring

image, Apple’s fortunes dropped significantly in the mid-90s. The company

spent more than a billion dollar on the Newton project, which was unpopular and

unprofitable. The result was that Apple lost millions of dollars in 1995-1997

periods (Hormby, 2007).

Initially, Steve Jobs didn’t like the current stage of Apple but he thought

his company needed him. Jobs returned and slowly regained the control of

Apple. One of his priorities was to renew the brand image. Jobs invited three

advertising agency representatives to present new ideas. On August 3, 1997, he

presented a new slogan and aesthetic for Apple's ads: Think Different. The

campaign ads would feature celebrities and thinkers and no product was to be in

the ads, a somewhat unique move (Siltanen, 2011).

Jobs gave the group of Chiat/Day 17 days to complete the entire campaign

which included television commercial and billboards for major markets. On 28th

September 1997, the television commercial was first aired, followed by the print

ads, billboards, posters which were reserved space on popular or fashion

magazines instead of sticking to traditional computer ones (Hormby, 2007).

“Think different” officially ended on June 10, 2002 when it was replaced

by the new “Switch” campaign (Cassavoy, 2002).



33 | P a g e

b. The campaign

The campaign consists of two main parts: the television commercials and

the print ads. The television commercial features black and white video footage

of significant historical people of the past, including (in order) Albert Einstein,

Bob Dylan, Martin Luther King, Jr. Richard Branson, John Lennon (with Yoko

Ono), R. Buckminster Fuller, Thomas Edison, Muhammad Ali, Ted Turner,

Maria Callas, Mahatma Gandhi, Amelia Earhart, Alfred Hitchcock, Martha

Graham, Jim Henson (with Kermit the Frog), Frank Lloyd Wright and Pablo

Picasso (Hormby, 2007). The script used for the television commercial is called

“The Crazy Ones” and was featured along with the

historical figures:

“Here’s to the crazy ones. The misfits. The rebels.

The troublemakers. The round pegs in the square

holes. The ones who see things differently. They’re

not fond of rules. And they have no respect for the

status quo. You can quote them, disagree with them,

glorify or vilify them. About the only thing you can’t

do is ignore them. Because they change things. They

push the human race forward. And while some may

see them as the crazy ones, we see genius. Because

the people who are crazy enough to think they can

change the world, are the ones who do.”

(The Crazy Ones - Apple “Think different”

campaign)

Print advertisements from the campaign were published in many

mainstream magazines. Those ads featured historic figures with the slogan

printed on the upper corner. Some of the featured celebrities are Jim

Henson, Richard Feynman, Maria Callas, Miles Davis, Martha Graham, Ansel

Adams, Cesar Chavez, Joan Baez, etc (Hormby, 2007).

Image 3: "Think

different" campaign -

Einstein poster

(Source: ebay.com)



34 | P a g e

c. Reaction from the public and effects on Apple

As stated in the section above, the advertising campaign was a tremendous

success and greatly benefited the company. The table below shows the figures of

Apple finance for a 7-year period, from 1994 to 2000.

Table 1: Apple’s Finance from 1994 to 2000

Net sales

(million USD)

Net profit

(million USD)

Revenue

growth (%)

1994 9189 310 15

1995 11062 424 20

1996 9833 -816 -11

1997 7081 -1045 -28

1998 5941 309 -16

1999 6134 601 3

2000 7983 786 30

(Source: investor.apple.com)

As seen in the table, the period 1996-1997 was the problematic time for

Apple. While in 1994-1995, net sales, net profit and revenue growth of the

company swelled up sharply. In particular, in 1995, the net sales and revenue

growth reached their peak at 11062 million USD and 20% respectively.

However, in 1996, all three values experienced dramatic falls. Net profit and

revenue growth suffered the most as they both dropped from 484 million and

20% to negative numbers -816 and -11, respectively (Apple lost billions of

dollars during that time). The problem was worse in 1997 when all three

continued to sink though to lesser extent.

With such figures, “Apple might have been a lost cause” (Hormby, 2007),

but “Think different” campaign obviously saved the company. The campaign

was enacted in 1997 and in 1998, though the net sales kept dwindling, net profit

rose to a positive number 309 million USD, the rise was almost equal to the loss



35 | P a g e

in 1996-1997. The revenue growth also increased to -16%. All three values

continued to soar in 1999 and 2000. The revenue growth in 2000 reached 30%,

the highest of the decade.

Not just saving the company, the campaign gave Apple a big boost despite

introducing no significant new product. Within 12 months of the campaign, the

stock price of Apple was tripled (Siltanen, 2011). When Apple introduced the

new product iMacs after that, it became one of the best-selling computers in

history, which, according to Rob Siltanen – an officer of Chiat/Day, would not

have been possible without the “Think Different” campaign preceding and

supporting (Siltanen).

Of course, it would be subjective to contribute all the success that Apple

achieved at the time to “Think different”. But it is not exaggerating to say that

the campaign was the major factor (Siltanen, 2011). The campaign was what kept

Apple on its feet and lifted Apple from the shadow of the previous floppy ads

and restored the company’s reputation, allowing it to reestablish its brand.

In 1998 the television commercials won the second annual primetime

Emmy Award for best commercial from the Academy of Television Arts &

Sciences (ATAS). The ad also won a Belding, a Silver Lion at Cannes. The long

term campaign won an Effie award for marketing effectiveness (Hormby, 2007).

Summary

This chapter provides an exploration of the word “Think”, the common

word of the two slogans. The word dated back to the Old English in the form of

“Thyncan”, “Thinken” in Middle English and finally “Think” in Modern English.

The evolution of “Thinken” to “Think” greatly narrowed but simultaneously

slightly extended its meaning. The lexical meaning of “Think” currently consists

of six layers of meaning: the use of the mind, mental image, remembering,

opinion/belief, expectation, and intention. The word also has three extra senses

categorized as miscellaneous.



36 | P a g e

The second part of the chapter provides overviews of the two companies

IBM and Apple, their history and business; and introduces the two slogans, their

background, the campaign and reaction. “THINK” was invented at the beginning

of IBM and has served as the company’s motto ever since. “Think different” is

an advertising campaign which was launched to rescue the reputation of Apple

and proved to be a success. Both slogans receive positive reception from the

public.

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CHAPTER III: AN ANALYSIS ON “THINK” AND “THINK

DIFFERENT”

This part of the paper attempts to solve the various questions about

“THINK” and “Think different”. First, it will try to decode the messages of the

two slogans. Next, the chapter will answer and explain the rivalry of the two

lines. The third part will analyze, compare and contrast “THINK” and “Think

different” in depth through the knowledge of slogan’s characteristics, nature,

functions, impact and reaction to find the similarities and differences of the two

lines. The next part will show how the two slogans are shown through various

activities of the two companies and the final part will attempt to deal with the

question of the two companies’ consistency in maintaining their slogan’s belief.

Let’s begin with the first part which strives to explain the messages of “THINK”

and “Think different”.

3.1. Messages of “THINK” and “Think different”

“THINK” and “Think different” are two slogans which represent an aspect

of IBM and Apple’s corporate cultures: Culture of think (IBM Archives, 2013)

and Culture of innovation ("Culture of Innovation", 2013), respectively. First, to

understand the cultures of the two companies, it is necessary to understand the

definition of corporate culture. Corporate culture is a set of characteristics that

define a business, which involves employee attitudes, standards (policies and

procedures), and rites and rituals ("What Is Corporate", 2013). “THINK” and

“Think different” are the aspect of the corporate cultures which deal with the

standards of the business and employees.

“THINK” as one aspect of the culture, sets out the standard for the

employees. To be an IBMer is to be a thinker, the standard is fortified by the

remark of an IBM employee J.M. Coetzee in his book Youth (Coetzee, 2003). He

said “THINK” was the motto of IBM and the special thing about IBM was that it

was unrelentingly committed to thinking and that employees who did not think

would not belong in IBM. The motto not only urges but also pushes IBMers to

constantly think, invent, continual rethink and encourages radical thinking; as

Chapter III: An analysis on “THINK” and “Think different”

38 | P a g e

explained by Thomas J. Watson Jr. to a Columbia University audience in 1962:

“who set out to do what others say cannot be done are the ones who make the

discoveries, produce the inventions, and move the world ahead.” (IBM Archives,

2013). In brief, the slogan expressed the first and second layer of meaning of the

word “Think”: Use of mind (the line urges to think, rethink and radically think)

and Mental image (the slogan pushes to invent). The urge to think by the slogan

is repeatedly expressed through the words of IBM founder and inventor of the

slogan Thomas J. Watson:

“Thought has been the father of every advance since time began. ‘I didn’t think’

has cost the world millions of dollars.”

(National Cash Register Co. sales meeting, 1911 (IBM Archives, 2013))

“The trouble with every one of us is that we don’t THINK enough. We don’t get

paid for working with our feet—we get paid for working with our heads. Feet can

never compete with brains.”

(Think magazine 1935 (IBM Archives, 2013))

“In short, the first duty of every man or woman in any executive position is to

follow the motto of this business: THINK.”

(Memo from Thomas Watson Sr. to his management team 1920 (IBM Archives, 2013))

All the three quotes of Watson show his enthusiasm through very

powerful words of the importance of thinking and its impact on the company,

indicating his desire for and requirement that everyone in his company to do their

best to think. This is further accumulated by. This is a solid proof of the peerless

position of thinking within the company. While “THINK” was invented to

reshape the C-T-R and it was meant to knit it back together, the slogan of IBM

has boundaries beyond the company itself. It is aimed at purposes as high as

building a better world, evidently shown in the quote of Dr. Nicholas Murray

Butler – president of Columbiana IBM-founded University – “All the problems

of the world could be settled easily, if men were only willing to think.” (IBM

Archives, 2013) and the various activities that IBM takes part in on their path of

knowledge (introduced later). In this context, the slogan uses the seventh layer of


39 | P a g e

the word “Think”: Expectation – The hope to build a better world. As a result, it

is concluded that the message of “THINK” inherits the first layer of meaning

(Use of mind), the second (Mental image) and the seventh (Expectation) of the

word “Think”.

“Think different” as an advertising slogan, on contrary, aimed at the

customers to promote Apple’s Culture of innovation and rallied the creativity

among Apple’s staff. The slogan sets out the innovation quality, which is one of

the values of Apple ("Apple Values", 2013). The echo of the slogan is visible

apparently in the script of the campaign “The Crazy Ones” (see 2.2.2.2 of

Chapter 2), where Apple sent their words to the ones who see the world

differently – the one to be called crazy by the world but genius by Apple. In this

regard, the slogan can be considered an invitation for all those who think

different, that Apple would be the home for their talent. The script is the

evidence of Apple’s high opinion of innovation and creativity. While IBM urges

their staff to think, Apple presses them to open their mind. Speaking about this

culture of the company, Apple’s CEO Tim Cook said: “Innovation is so deeply

embedded in Apple’s culture. Boldness, ambition … and making the very best

products in the world - it’s in the DNA of the company” (Koetsier, 2013) Like

IBM, where those who do not think do not belong in there, those who do not

think different do not belong in Apple.

3.2. The rivalry of “THINK” and “Think different”

“THINK” and “Think different” are widely considered to be rivals in the

regard; Apple invented “Think different” as an answer to IBM “THINK”. This

claim is not without evidence. First, it is started by the rivalry between IBM and

Apple - the competition of the two companies working in the same industry. It

sets the two companies in a relationship that some even call it arch-nemesis

("Top-10 Telecom", 2013). Indeed, the rivalry of IBM and Apple became more

strain in 1981 when IBM released its first PC, the IBM PC and in 1983, when

IBM and Apple emerged as the two most powerful competitors in computing


40 | P a g e

industry, with many others being kick-out and went bankrupt (Paczkowski,

2008).

Apple in general and Steve Job in particular constantly showed sign of

rivalry against IBM when they greeted the arrival of the company to PC industry

with its full-paged ad in The Wall Street Journal: “Welcome IBM, Seriously”

("Apple: Welcome, IBM", 2011) and in Apple’s 1984 commercial (which

featured IBM computers and brainwashed workers). Additionally, Job also

showed his antipathy through his word: “If, for some reason, we make some big

mistake and IBM wins, my personal feeling is that we are going to enter a

computer Dark Ages for about 20 years.” (Wasserman, 2012). Considering the

nemesis relationship, it becomes more understandable that “Think different” was

invented to rival “THINK”.

Second, the message of “THINK” and “Think different” showed sign of

antagonization. “THINK” represents IBM’s culture of think and it is used to urge

IBMers to think. In opposition, “Think different” stands for Apple’s culture of

innovation and praises innovation and creativity. Apple evidently considered

“THINK” of IBM as thinking-inside-a-box when they connected IBM products

with brainwashed workers in their commercial in 1984. With the two slogans

having opposite meaning, symbolizing two opposite culture and Apple’s non-

sympathy toward IBM’s culture; the assumed antagonism between “THINK” and

“Think different” is more fortified.

While they are widely considered to be opposed, the rivalry of “THINK”

and “Think different” was not officially admitted until 2011 when Rob Siltanen,

an officer of Apple’s PR department, told the real story behind the “Think

different” campaign. In the story, when he asked his colleague Craig Tanimoto,

the creator of “Think different” slogan, what the line meant, he said “IBM has a

campaign out that says “Think, IBM” (a reference of IBM to their motto

“THINK”), and I feel Apple is very different from IBM, so I felt “Think

Different” was interesting. I then thought it would be cool to attach those words


41 | P a g e

to some of the world’s most different-thinking people” (Siltanen, 2011).

Consequently, the rivalry of “THINK” and “Think different” is affirmed.

3.3. Comparison and contrast of “THINK” and “Think different”

This part of the paper will examine the differences and similarities of

“THINK” and “Think difference” based on five critters: Slogan’s characteristics,

nature, functions, impacts on respective company and public reaction.

3.3.1. Characteristics of “THINK” and “Think different”

“THINK” and “Think different” share many similarities as slogans due to

the fact that they are derived from the same word. In this part of the paper,

characteristics of the two slogans will be discussed based on the ten common

characteristics of a good slogan as shown in Chapter 1.

3.3.1.1. Memorability of “THINK” and “Think different”

The first similarity “THINK” and “Think different” share is memorability.

“THINK” is a one word slogan which comprises of 5 characters, which is also a

common and popular word. That is to say, the slogan is very simple and

simplicity makes it more memorable. One more thing that makes “THINK” even

more memorable is its life time. “THINK” was first coined by Watson in 1911

and ever since, served as the slogan/motto of C-T-R Company, then IBM. A

simple calculation showed that, as of 2013, the slogan has existed for 102 years

and it will probably continue to serve the company in the foreseeable future.

“THINK” also appears in almost everything IBM owns: signs on desks, Centre,

Exhibit, forum, apps, etc. And if that’s not enough to make the slogan

memorable, Thinkpad – a product of IBM would surely do.

“Think different” is a traditional ad slogan and the slogan is also

memorable. The line is composed of only two words, one of which is common,

which makes it simple and easy to remember. However, unlike “THINK”, the

approach of “Think different” to the mind of viewers is different. It is related to

the term “big idea” as stated in the item 1.6.1 of Chapter 1. The “big idea” in the

ads of Apple is the series of image of such famous people, “The ones who see


42 | P a g e

things differently” such as Mahatma Gandhi, Amelia Earhart, etc. The more the

line reflects the big idea, the more it will be memorable. And it works exactly in

the same way in the case of “Think different”, “Think different” is made more

memorable by the vision of great people who think different. Apart from those,

one more thing, though unseemly, contributes to the line’s memorability: the

“THINK” itself. As explained above, Apple and IBM are two rival companies in

many aspects, “THINK” by that time was already a famous slogan, to put “Think

different” like an answer, a challenge, was a brilliant way to place the line in the

mind of viewers who already knew of IBM’s line.

In brief, the first similarity also seems to be the first difference. While the

two slogans are memorable, they follow two separate paths to approach viewers.

3.3.1.2. Brand solidification in “THINK” and “Think different”

In theory, a good slogan would contain the name of the brand to aid the

viewers in remembering and recalling the brand when they spell the line.

However, both “THINK” and “Think different” do not follow this rule. This is

the second technique as mentioned in item 1.6.2 of Chapter 1, which forces the

mind of consumers to place the brand name along with the slogan when they

think of the line. This technique of IBM and Apple is comparable to Nike and

“JUST DO IT”. However, it is important to note that the case is not entirely

identical to Nike. Nike was already a famous brand when they made “JUST DO

IT”, IBM and Apple were not. “THINK” was invented for C-T-R, a small and

non-famous company, even when it was carried to IBM, IBM back then was

young and boasted no more reputation than C-T-R. This is, actually

understandable considering “THINK” – as a motto - was more directed toward

the staff of the company than to advertise, and thus found no necessity to include

the name.

In contrast, “Think different” of Apple was part of an ad campaign and

was used to introduce the culture of Apple, thus, not having the brand name was

a bold move. This was a bolder and riskier move than Nike and “JUST DO IT”

for one reason, when they used it, Nike was a famous brand with sustainable


43 | P a g e

development; Apple on the other hand was just an average company, threatened

by bankruptcy and was losing its thin reputation.

One way or another, both “THINK” and “Think different” succeeded in

sticking the brand names to the mind of viewers, even without mentioning it. For

“THINK”, that is the lifespan and the culture of the company; for “Think

different”, that is the success of the campaign.

3.3.1.3. Key benefits including in “THINK” and “Think different”

Both “THINK” and “Think different” do not include any key benefit.

They are to show the philosophy of the companies: the culture of think for IBM

and the culture of innovation for Apple. One note, however, bigger brands may

omit the key benefits since they are already acknowledged. IBM and Apple,

when they used their slogans, were not big brands. Not telling the customers

what they would get for choosing the brand was, again, a bold and risky move.

3.3.1.4. Differentiation in “THINK” and “Think different”

“THINK” and “Think different” were not used to advertise any particular

product. Thus, they do not bring out the character of IBM or Apple product.

However, that is not to say the two slogans do not differentiate the two brands.

This is, again, one common thing that “THINK” and “Think different” share. The

two lines set their company apart from competitors by advertising the culture of

each company: culture of think and culture of innovation.

3.3.1.5. Originality of “THINK” and “Think different”

In part 1.6.5. of the first Chapter which discusses the originality

characteristic of slogan there’s an example of how Heineken became “refreshing

beer” by making an original slogan “Heineken refreshes the parts other beers

cannot reach”, which served as an answer to other beer companies’ slogan that

also featured refreshing. A similar instance occurred with “THINK” and “Think

different”, the slogan of Apple became original when it sounds like an answer, a

challenge to the motto of IBM. This was further reinforced by the rivalry

between the two companies. Another thing that makes “Think different” even


44 | P a g e

more original is its ad campaign. Normally, an advertisement would either

introduce a product or a brand. However, the line and the campaign did neither:

no product was introduced and the name Apple was not spelled (except for the

logo of Apple which only appeared at the end). This set the ads and the line apart

from many other advertisements for doing thing that those ads don’t. As for

“THINK”, due to the line being a motto and not associated with advertisements,

it is difficult to judge its originality.

3.3.1.6. Positive feeling imparting in “THINK” and “Think different”

“THINK” imparts positive feeling about IBM. This one word slogan,

when spelled, generates the impression of solidity, confidence and seriousness.

This feeling about the line is further support by its 5 capitalized characters which

gives the effect of importance. If one is to manifest the line to a person, he would

be a successful and dignified well-suited businessman. The line seems to be a

commitment of IBM that every product and service of the company will be the

result of thought. Furthermore, “THINK” also advertises to the viewers the

culture of think of IBM.

Similar to “THINK”, “Think different” also imparts positive feeling about

Apple to customers. However, while “THINK” evokes the positive feeling of

seriousness and reliability; “Think different” generates the feeling of fresh,

rebelling and somewhat joking (especially when placed close to “THINK”). If

“THINK” were a business man, “Think different” would be a hippy that is smart

and popular but refuses to follow the rules. Like “THINK”, “Think different”

introduces the culture of innovation of Apple.

3.3.1.7. Brand’s personality reflection in “THINK” and “Think different”

“THINK” is the founding slogan/motto of IBM. For that reason, the line

does not actually reflect the brand personality. In fact, it is the personality of the

brand that was built around from the basis of the slogan.

This is different in the case of “Think different”. The line was not

invented to be the basis of the company’s culture. It was created based on that


45 | P a g e

culture and used to send the message to customers about it. The slogan reflects

the creativity aspect of Apple.

3.3.1.8. Campaignability of “THINK” and “Think different”

“THINK” is a motto more than a slogan. Because of that, there was no

official campaign for the line. Following that logic, the slogan is not

campaignable. That’s not entirely true, however. As mentioned in Chapter 2,

while there was no campaign for the line, the rate of appearance of the motto is

extremely high; being on almost everything IBM owns or sells. If one is to

consider that an unofficial campaign, then the line is campaignable and it remains

valid for the campaign for foreseeable future.

“Think different” as a traditional ad slogan, needless to say, was

campaignable. The line was used for various advertisements and posters

featuring famous people who are well-known for creativity and innovation.

3.3.1.9. Competitors’ incapability to use of “THINK” and “Think different”

A good slogan should restrain competitor’s capability to imitate the line.

Both “THINK” and “Think different” follow the path of not including the brand

name in the slogan. That increases the capability of competitors to use the line.

Even when competitors do not use the line, chance of coincidence is also high.

According to Trademarks411 (Trademarks411, 2013), there are many slogans

that are similar to “THINK” and “Think different”, especially “THINK”. For

“THINK”, there are “Think” and “ThinkThinkThink” by Think Inc.; “Thinks” by

Logical Design Consulting, Inc.; “Think!” by Essence Communications Partners,

“Think +” by Bates Michelle, etc. For “Think different”, there are “Think

different. Be different” by Conway, Len; “Think differently” by General Motors

Corp. and The Jason Foundation, Inc.; “Thinkly different” by Delta T Corp.; etc.

When the competitors are able to copy the line, the effectiveness of the slogan

decreases since it will be more difficult to correctly place the name of the brand

when hearing the slogan because there are many brand names associating with

the line.


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3.3.1.10. Simplicity of “THINK” and “Think different”

Both “THINK” and “Think different” are simple. “THINK” represents a

common trend of using one word slogan (Foster, 2001). However, the line is the

true example of simplicity because the word comprising the slogan is also

simple, a one-syllable word. The advantage of the slogan is that it is extremely

easy to remember the line. Despite that, the slogan also faces a risk of not being

able to deliver complex message. For example, Air France’s slogan is “New.

Fast. Efficient” which represents another common trend: three-word slogan. The

line advertises three qualities of the airways. On the contrary, “THINK” could

only introduce one. Another disadvantage is that it is possible for competitors to

take advantage of the line to make their own originality. “Think different” is the

most obvious instance.

“Think different” is simple but not as over-simple as in the case of

“THINK”. The line consists of two words but one of which is a three-syllable

word which makes it sound longer while preserves the simplicity. The slogan has

the advantages of being easy to remember, original (when placed next to

“THINK”) and difficult to exploit (by competitors). However, it still gains the

disadvantage of not being able to deliver complex message since, even though it

has two words, the second word (different) only serves as support of the first

word (think) and as such, it brings out only one aspect of Apple.

3.3.1.11. Meaningfulness of “THINK” and “Think different”

Both “THINK” and “Think different” are meaningful. “THINK”, when

standing alone and relates to business, sparks some layers of the word “Think”,

including but not limited to the use of the mind, mental image and intention. That

is, the line evokes the present of a figure who uses his mind to form ideas, invent

and plan ahead. “Think different” is similar to “THINK” in that it also creates a

vision of innovation and creativity. However, the two slogans become even more

meaningful when they are associated with the respective company and how they

are attached to their operation (which will be examined later). That is because the


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lines no longer have the meaning of their own but become the reflection of the

culture of each company.

3.3.2. Nature of “THINK” and “Think different”

By nature, “THINK” and “Think different” are different from each other.

“THINK” is a motto – a guiding principle and spirit of IBM while “Think

different” is an ordinary advertising slogan - a phrase to be used in advertising

campaign. That sets one particular difference between the two slogans: lifespan.

“THINK” as a motto is static and survives with the company until they choose to

change it to another core value. This is very unlikely as the motto is the ancestor

of IBM’s business culture. “Think different” as an advertising slogan has limited

life time. It was used for a specific advertising campaign only and was

discontinued after the campaign ended in 2002. Another difference is the

capability to change. “THINK” cannot be easily changed because the slogan is

created by one of the founders of IBM and, as stated above, it sets out the culture

of IBM – a culture that generations of IBMers have followed. “Think different”,

in contrast, can be changed because it’s just the representation of the corporate

image, not what created that image.

Even they are distinctive in nature, they do share similarities. First,

“THINK” and “Think different” were both used to advertise corporate image,

which classifies them as a corporate slogan. Second, even though “Think

different” has life time, due to its tremendous success, it becomes a trademark of

Apple. Even today, when suggesting the slogan, people would still think of

Apple and Apple still filed the slogan with Trademarks411 to protect it

(Trademarks411, 2013). This indicates that while the slogan’s time for campaign

is over, it will continue to serve Apple for another extended period of time,

which makes it more identical to “THINK”.

3.3.3. Functions of “THINK” and “Think different”

Slogan has three main functions as stated in the first Chapter. They are:

communicating the information about the company and helps people to become

familiar with the brand and remember what the brand can offer; keeping the


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company fresh, up-to-date and focused; and contributing to the increase or

decrease of market share. This part of the paper will discuss the “THINK” and

“Think different” based on those three functions.

First is the function of communicating the information about the company

and helping people to become familiar with the brand and remember what the

brand can offer. “THINK” and “Think different” both only partially have this

function. A slogan with full first function would provide the viewers with the

basic information about a company, what products or services that company can

offer and help recall the brand name. The example of The United Airlines’

slogan as examined in the introduction of this first function in Chapter 1 fully has

it. Back to the cases of “THINK” and “Think different”, these two slogans

communicate next to nothing about the company’s information. They provide

neither the name of the company, nor the name of product or services, nor the

benefit to be offered. The only thing that both slogans share with the customers is

that “This is my culture”. For that reason, “THINK” and “Think different” do not

aid customers to get familiar to the brand. These two lines do aid in memorizing

them, however, by their simple and catchy form. This is why the two slogans are

considered to have partial-only first function. They only introduce an aspect of

the brand and help remember them but provide almost no information.

Second is the function of keeping the company fresh, up-to-date and

focused. This function refers to the dynamic nature of slogans, that is, they are

changeable to suit the company’s new goals and environment. This is where

“THINK” and “Think different” become distinctive. First, about “THINK”, this

slogan does not have this function. “THINK” was invented 102 years ago and

has served IBM ever since. As a motto rather than an advertising slogan,

“THINK” is the core value of the company’s operation and should remain

constant. The duty to keep the company fresh, up-to-date and focused falls onto

the company’s other slogans (such as “We Make IT Happen” and “Solutions for

a small planet”) which are specifically designed for the purpose. “Think

different”, on the contrary, is an advertising slogan and thus obtains this function.

In 1990, the slogan of Apple was “The Power To Be Your Best” (Chaffin, 2001).


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However, after sequences of errors in operation and advertisements which lead

the company to the verge of bankruptcy, Apple changed its slogan to “Think

different” to renew its reputation and redirect the company to its original

innovative way.

Finally, with the function of contributing to the increase or decrease of

market share, “Think different” is notable for this function. Apple back in 1990s

was not a popular company. It is said that, if one owned a Macintosh computer

before 1998, one was “a creative-type with expensive specialist software, a

school or a member of the devoted but small Cult of Mac” (Quilty-Harper, 2011).

In 1997, market share of Apple slipped from 7% a year earlier to 4% (Ackerman,

2012). After the campaign was released, a significant increase in market share

was presented in 1998, when it rose to 6.7% (Quilty-Harper) - almost as high as

that from before the company was in trouble. Similar to Apple, in 1911 IBM was

known as C-T-R and was a forgettable company. The company was almost

bankrupt in 1914 when Watson came and brought with him the slogan “THINK”.

Though C-T-R would face bankruptcy again in 1921, it is safe to say that ever

since; the company had sustainable development and rose to be one of the most

powerful brands of its time. Though they both have the function, “THINK” and

“Think different” accomplish it differently. “Think different” increased market

share by restoring the reputation for Apple while “THINK” did that by changing

the working culture of IBM, indirectly causing the increase performance and in

turn, generating reputation for IBM.

3.3.4. Impact on the respective companies of “THINK” and “Think

different”

Both “THINK” and “Think different” had huge impacts on respective

companies. Without Watson and his “THINK”, C-T-R would have been

bankrupted and erased from the history. A similar scenario occurred with Apple

and “Think different”, looking at the operation of the company at that time, it is

reasonable to think that the company would fall into oblivion. However, “Think

different” succeeded in saving Apple from that fate by restoring the brand


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reputation. Both IBM and Apple would not be what they are today without these

two slogans.

3.3.5. Reaction from the public for “THINK” and “Think different”

“THINK” and “Think different” receive generally positive reactions from

customers. By the time of its peak popularity, iconic “THINK” signs were

requested by customers for their own business and became a center of media

attention, including cartoonists, satirists and even other humorists. “Think

different” is no less well-known. The campaign received numerous awards from

ATAS, Cannes and Effie. The slogan itself is still very popular even today.

To conclude, “THINK” and “Think different” share many similarities and

differences despite their similar physical form. The similarities include most the

slogan’s characteristics that the two slogans possess, two out of three slogan’s

functions, the impact on Mother Company and positive public reaction. The

differences contain the slogan’s nature, one less function of “THINK” and

several characteristics which the two slogans have accomplished in different

ways.

3.4. Reflection of the slogans in IBM and Apple’s operation

Being the origin (“THINK”) and representation (“Think different”) of the

cultures of IBM and Apple, The two slogans are reflected in many aspects of the

companies’ operation.

3.4.1. Reflection of “THINK” in IBM

IBM is famous for its “THINK” sign and “culture of think”. Therefore, in

almost every aspect that the company takes part in, there is the illusion of the

slogan - a suggestion of deep thought, invention, vision and innovation.

Firstly, the deep thought is expressed in the name of the company:

International Business Machines. Back in 1924, IBM was still known as

Computing Tabulating Recording Company C-T-R. As mentioned, C-T-R of that

time was just among hundreds of medium companies, striving to earn a piece of

market share and almost bankrupted three years earlier. Thomas J. Watson – the


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founder of “THINK” - did not satisfy with the current mediocre state of the

company and decided to change the name of the company. He changed it to IBM.

Nowadays, no one would doubt a second about the suitability of the name as

IBM of today is an international company which operates in many sectors and is

counted among the most powerful brands in the United States. However, at the

time that the company received the new name, it was selling clocks and scales

with mere 52 staff. The name International Business Machines given to a

company like that was like a joke. Indeed, Thomas J. Watson Jr. – the son of the

creator of “THINK” – when recalled the event showed his disbelief that the name

would suit a company which sold coffee blender and weight to butchers (Collins

& Porras, 1994). Changing the name is no big deal, but to announce to be an

international company that selling business machine, that showed a great deal of

ambition and boldness.

Secondly, the deep thought is expressed in the products that IBM

develops. Distinctive from Apple which creates products that are unlike anything

(as in Think different), IBM invents technology (as in THINK) and is credited

for the development of computing history. The first contribution of IBM to the

computing technology of the world was IBM 701 in 1953, which, according to

IBM, was the first commercially successful general-purpose computer (Bellis,

2013). Nineteen of IBM 701 were produced, they all went to IBM's world

headquarters, atomic research laboratories, aircraft companies, research facilities,

government agencies, navy and the United States Weather Bureau. The

introductions of IBM 701 also lead to the development of FORTRAN - the first

high level programming language, which also invented by IBM. Even as of

today, FORTRAN remains the top language in scientific and industrial

programming (Bellis).

Another milestone IBM provided to the history of computing is IBM 704

in 1956, which was considered an early super-computer and the first machine to

incorporate floating-point hardware (Bellis, 2013). The IBM 704 is famous for its

program which enabled it to play checkers using a method in which the machine

can "learn" from its own experience (IBM Archives, 2013). It is considered to be


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the first “self-learning” program – a concept known as artificial intelligence (A.I)

– the technology that people of today are greatly relied on. That’s the evidence

that shows the amount of thought that IBM put on its product.

Nowadays, personal computers (PC) are everywhere: in offices, schools,

and at home. However, there was a time when PC only meant the computer in

one’s office. IBM was the one to change it and it also changed a whole

computing industry. In 1981, the company created the first true PC: IBM PC

(Bellis, 2013). Due to the introduction of IBM PC, “Personal computers were no

longer a “hobbyist” phenomenon, and the heavy cloud of mystery and

complexity that had hung over computing evaporated” (IBM Archives, 2013).

After its release, IBM PC became the standard for PC, which is called IBM

Compatible ("IBM Compatible"). The invention was so popular that Time

Magazine, for its famous “Man of the Year” edition for 1982, put the personal

computer on its January 3, 1983, cover as “Machine of the Year” (IBM Archives,

2013). The publication of the specifications for the IBM Personal Computer

allowed other manufacturers to produce and sell peripheral components and

compatible software, the software industry was born and IBM was its father

(IBM Archives).

Thirdly, the deep thought is expressed in the IBM’s faith in science and

pursuit of knowledge. IBM is known to be a great computing company but that is

just a small aspect of IBM’s operation. In fact, the name IBM seems to be not

enough to cover all the activities that the company takes part in. Few people

know how the company aids to enrich the library of the world. There are four

most notable activities of IBM in the path of humanity knowledge: exploration of

under water, culture preservation and space exploration and the building of IBM

Archive database.

The first activity to be mentioned is IBM’s help in exploring Undersea

Frontiers. In 1965, an IBM communications system was among the only links

connecting oceanauts in the world’s first ocean floor colony to a support team on

the surface. The project, which was led by the famous French Sea Explorer


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Jacques Cousteau, was a highlight of IBM’s involvement in undersea research.

The project included projects in underwater crime scene investigation and the

microscopic analysis of compounds from 35,000 feet under the ocean surface


Another activity is IBM’s attempt to preserve culture through technology,

which started in 1940s. IBM has undertaken cultural preservation projects with

institutions in Russia, Spain, Indonesia, the United States, Italy, China and Egypt

by preserving, recording and re-creating ancient languages and cultures (IBM

Archives, 2013). IBM also has involvement in space exploration. In the 1930s -

decades before NASA was even founded, Thomas J. Watson established an

Astronomical Computing Bureau at Columbia University. Ever since, IBM has

taken part in every U.S manned space effort in history, working on systems for

Mercury, Gemini-Titan and Apollo-Saturn missions, and for the historic 1969

Apollo 11 mission to the Moon – a big step for mankind. IBM has also helped

develop Mission Control for the Gemini, Skylab and U.S-Soviet Apollo-Soyuz

projects, as well as for the Space Shuttle program (IBM Archives).

The final activity to be praised is the introduction of IBM Archive

database. The website is essentially an official free-to-access library which

records most the information about history, products, activities and documents

about IBM, which provides invaluable resources for research. A data base similar

to this is difficult to find, even for a big company like Apple.

All these activities cost IBM lots of money and do not actually bring them

any profit. Consequently, it indicates the strength of IBM’s faith of science and

knowledge, which is a sign of how “THINK” has affected the operation of the

company.

Fourthly, the deep thought is expressed in the IBM’s attempts to build a

better world to live. IBM and the Marine Institute in Ireland completed the

SmartBay pilot information system in 2009. The system monitors and analyzes

wave conditions, marine life and pollution levels in and around Galway Bay. By

studying the surf, IBM aims to learn to harness the energy of the wave to


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generate green energy (IBM Archives, 2013). IBM also actively joins with

hospitals to participate in building a smarter health care management system

which would improve the life for many people, especially in China (IBM

Archives). The Smarter Planet agenda of IBM is also worth mentioning. It is

designed to be a way to help forward-thinking leaders in business; government

and civil society around the world capture the potential of smarter systems to

achieve economic growth, near-term efficiency, sustainable development and

societal progress. The agenda is considered to be IBM’s latest “big bet” on the

future, with wide-ranging possibilities for improving the transportation,

education, energy, food and water systems that run our everyday work and

personal lives (IBM Archives).

Finally and most obviously, the deep thought is expressed in the Think

Exhibit of IBM. The Exhibit is a public exhibit at New York’s Lincoln Center

and is called THINK – identical to the “THINK” slogan. The Exhibit is an

innovative exhibition, a home to art, science and technology. Unlike the other

exhibits provided by other companies, the Think Exhibit does not show off the

products of IBM. It challenges people to do one thing: Think (Duncan, 2012) and

it does so by providing three unique experiences to engage visitors in the

conversation of how to improve the way people live and work. The three

experiences include data wall, immersive film and interactive experience. The

data wall allows visitors to see live data from around the exhibit from traffic to

solar energy. The film shows them the pattern of progress told through stories of

the past and present and inspires them to think about humankind's quest for

progress, and about making the world work better. The interactive enable visitors

to see model to understand the complex behaviors of our world, and read about

some of the most inspiring examples of systemic progress around the world.

They allow visitors the opportunity to provide their point of view and learn what

others were thinking (IBM Archives, 2013). The Exhibit is one of the most

obvious examples to show how “THINK” has seeped into the spirit of IBM.


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3.4.2. Reflection of “Think different” in Apple

While IBM is famous for their culture of think, Apple is known for culture

of innovation, meaning constantly “Think different” to leverage their products

and services. Innovation can be divided into four sub-areas: product, business

process, business model and service innovation. However, in the scope of this

paper, only two of four will be examined: the product and business model

innovation as they are the two most visible. The next part will examine the first

sub-area in the case of Apple, which aims to show how “Think different”

Apple’s strategy is.

The first sub-area is product innovation. Product innovation means

enhancing features of current products and services. This is the most apparent

aspect in the creativity of Apple. Unlike IBM, Apple does not indulge themselves

in a variety of activities. As a result, their innovation is shown to customers

mainly through their products. And unlike IBM whose culture of think urges

them to invent technology, Apple’s creativity i.e. “Think different” makes unique

different things which are not identical to any competitors. To better understand

this statement, consider how IBM set out the first of the technology: IBM 701 –

the first general-purpose computer, IBM 704 – the first A.I technology computer,

IBM PC – the first true PC, etc. Apple does not invent new products, substitutes

for their products are available but they cannot compete with the immersion of

Apple’s simply because they are unique: they are cool, intuitive, simple to use

and provide the most amazing experience (Apple's innovation; a case study,

2013). The next part will examine some of the most notable innovative products

of Apple.

The first product to be mentioned is iPod, a line of portable media player

designed and released in 2001 (Lloyd, 2004) and which is considered Apple’s

most innovation (Dalal, 2006). iPod is not the first portable media player. There

are countless others that were already in the market, from portable audio players

like CD Walkman to equivalent media players like Diamond Rio or Archos

Jukebox. What made iPod stand aside from all competitors? That is, the device’s


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capacity of 5 GB and light weight which boasted with Apple’s slogan “1,000

songs in your pocket” (Adner, 2012), the value of the device was cemented by its

seamlessness with the iTunes music management software. Despite being

available only for Mac users, the iPod was the fastest selling mp3 player to ever

hit the market (Adner). The experience provided by the iPod was so unique that

iPod soon became associated with personal status and symbol that speaks of cool,

hip, polished, and different (Dalal). Commenting on the development of iPod, PC

Magazine said “In the years since (2001), the iPod's market share has grown

tremendously, iPods have shrunk in size, Apple's iTunes Music Store has taken

the lion's share of legal digital music downloads, and the iPod accessory market

has exploded and taken on a life of its own (Dalal, 2006, p. 89).

The second product to be mentioned is iPhone, a line of smartphone which

was released in 2007 (Apple, 2013). Again, iPhone is not the first smartphone.

Nokia, Blackberry and Android are the three foremost manufacturers of

smartphone but they all lost the position of the most popular for iPhone (Skinner,

2012). Similar to iPod, iPhone accomplished such a feat by innovation. iPhone is

not just a cell phone; it was the world’s first hand-held computer (Tim, 2013).

Compared to its rivals, the iPhone’s user interface was simple, intuitive and

uncomplicated, which allows users to easily access to e-mail, text messaging,

video, photography, maps, books, music, games and mobile shopping. Along

with the development of Internet, the demand to surf was increasing, but the

others’ smartphone web browser was clumsy, iPhone’s ability to smoothly use

Internet was one of its most innovative steps that allowed it to win (Tim).

The second sub-area is business model innovation. The business model is

the description of the means and methods a firm employs to earn revenue

projected in its plans ("Advertising slogan", 2013). Apple created many stylish

products which allow it to propel itself onto the top of technology industry like

the iPod, iPhone, Mac, AppleTV, etc. However, the innovation is not accounted

for by product innovation only. It also lies in Apple business model innovation,

which is the new way to create, capture and deliver value ("Apple’s Innovative

Business", 2013). The business model innovation is illustrated through the


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introduction of iTunes along with iPod. By creating IPod and associated music

download business iTunes, Apple was the first electronics company to include

music distribution as an activity (Amit & Zott, 2010) and thus, made iTunes an

integral part with the development of iPod. As a result, Apple reduced the act of

illegal music download, avoided additional cost and offered additional services at

the same time. The same scenario happened with the case of iPhone and

Appstore. iPhone is already an innovative smartphone and Appstore makes it

even more. Appstore is the world’s largest collection of mobile applications

which allows users to customize their iPhone and later, other Apple products

with ease ("Apple’s Innovative Business"). By doing that, Apple literally

transformed its business model to include the relationship with its hardware

customers.

In conclusion, by briefly examining the operation of IBM and Apple, it’s

apparent that how the two slogans are reflected in the two companies’ activities.

“THINK” represents IBM’s culture of think and it forces them to strive for

inventing new technology, pursuing knowledge and preserving history. “Think

different” represents Apple’s culture of innovation and it is shown through their

various innovative products and business model which, not only gives their

customer new experience but also bring benefits to the company. This can be

considered one point that further fortifies the rivalry between the two slogans.

3.5. IBM, Apple and their cultures in the new context

The development of the world forces all companies to alter themselves to

suit the new context. IBM and Apple are no exception. While they are committed

to their philosophy, they are bound to be driven by the tide of change. This part

of the paper will deal with the question of whether or not the two giants are

losing their respective culture when facing new challenges.

3.5.1. Any lost in the culture of “THINK” in IBM

“THINK” is the motto of IBM and culture of think is the culture that IBM

has always been proud of. It seems unlikely to say that IBM could lose the

culture of think, especially when showed it everywhere: Thinkpad, Think


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Exhibit, ThinkApp, ThinkCentre, etc. Contrary to that belief, some experts

showed their concern that IBM actually lost the core value of “THINK”. In Jim

Collins’s point of view which is shown in his book “Built to last” (Collins &

Porras, 1994), IBM started to lose their leading position in 1990s because they

misinterpreted the core values of the company. The core values of IBM were not

uniforms, policies or computers, etc., which could and should be changed to suit

the new context. He criticized that IBM had been stuck with the execution

methods and the surface expression of those core values for too long. He

concluded, a company should always keep its core value but ready to change the

physical embodiment of them when needed. IBM seemed to be not thinking deep

enough to understand that.

Another criticism of the culture of IBM is about the management culture.

Robert X. Cringely, an expert working in PC business for 30 years, said that IBM

has built a management culture in which employees only do what they are told to

do when they are told to do; they will spend 100% time to fix the active problem

and not a second for the problems that are not declared (Cringely, 2012). One of

his stories that he shared was about his childhood experience with IBM. When he

was eight, he sent a letter to IBM asking for a lab for experiment voicing

technology. He was sent an invitation letter by Thomas J. Watson Jr. to a local

IBM facility. When he came, he was greeted by six engineers and the meeting

was taken very seriously due to it being called by Watson himself. No one

questioned about him being eight years old only! Of course, this expert’s idea

seems to be subjective and his story sounds very unlikely, but that is not the only

thing which describes the situation. IBM is said to have high bureaucracy level

which causes it to crush management innovation (Denning, 2012) and possibly is

one of the reason leading to the claim that employees only do what they are told

when they are told. If that is true, then it doesn’t seem that IBM is applying their

all slogan at all. This brings an echo of Apple’s 1984 commercial when they

associated brainwashed workers with IBM computers.

In 2012, on their road to increase shareholder earning-per-share which

they call Road map 2015, IBM laid off at least 1,790 jobs in U.S and Canada


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according Lee Conrad, national coordinator for the IBM employee watchdog

group (Bort, 2012). The more alarm problem, he said, was that IBM was

targeting higher paid, long term and older workers and even did that in a way that

they would avoid to report them to the Worker Adjustment and Retraining

Notification Act (WARN) (Bort). This was a very bad policy of IBM as those

workers were the one to think and contribute more in the company, evidently

shown in their salary, age and experience. By cutting them off, the company

would save the budget but would operate more poorly. There are many ways to

increase shareholder EPS, yet they chose a cruel, unfair and ineffective way. This

is a solid evident of IBM losing their culture of think.

3.5.2. Any lost in the culture of “Think different” in Apple

Apple is still considered an innovative and one of the most successful

companies in the world. However, many experts, including but not limited to

Thorsten Heins – CEO of Blackberry (Allsopp, 2013), former CEO of Apple

John Scully (Haslam, 2013) and even one of “Think different” campaign creators

Ken Segall (Lovejoy, 2013) said that Apple is losing its innovation.

Unfortunately, there are a number of proofs that support their opinion.

Figure 1: Graph of Apple, Amazon and Google reputation of innovation

from 2nd January, 2010 to 12th April, 2011

(Source: http://www.forbes.com/)


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As the graph suggests, Apple’s reputation for innovation as their slogan

boasted fluctuated in the period of time from 2nd

January, 2010 to 12th

April,

2011 but overall was showing signs of slipping. Apple’s reputation line reached

its peak three times, the first time was in 1st February, 2010; the second was in

30th

August, 2010 and the third time in 12th

January and 28th

March of 2011.

However, the trend of the latter peaks was to be lower than the former. The first

peak was highest at about 0.145, the second was at 0.129 and the third was the

lowest, at 0.12. Apple’s reputation reached its bottom in 12th

April, 2011; lower

than it was at any moment in the previous period. Apple’s reputation line

drowned so deep that at some point (in particular, from January to February of

2011), Google was considered more innovative than Apple. Like Google,

Amazon made a leap in 27th

of January, 2011 which placed them on pair with

Apple. From February onward, Apple remained the most innovative of the three

but they were not showing the sign of mending.

The Interviews with three participants who are working or studying in IT

field and owned or used Apple’s products as provided in Appendix B also

suggests a similar outcome. The table below provides the result of the interviews:

Table 2: Result of the interviews

Questions Participant 1 Participant 2 Participant 3

1. Owned /Used Apple’s

products Used Used Owned

2. Desire (if used but not owned)

or Satisfaction (if owned) for the

products

Yes Yes Yes

3. Selection between Apple and

Android Android Android Unknown

4. Knowledge of “Think

different” No No No


61 | P a g e

5. Agree or not regarding if

Apple is thinking different Not agree Not agree Not agree

As seen in the table, two out of three (the first and second) participants did

not own but used products of Apple expressed their desire to purchase them in

the future. The other participant who owns Apple’s products said she was

satisfied with them to a certain extent. The reasons for their desire/satisfaction

are attractive design, easiness to use, famous brand (all three participants), and

security (the second and third). However, when asked about the choice between

Apple’s products and Android products, which is one of the most powerful

competitors of Apple, the first and the second participants decided to choose

Android. The third could not present a clear answer because she was given an

iPhone while considering whether to purchase iPhone or Android. While her

choice is unclear, it is shown that she was pondering on choosing Apple or its

competitor. This proves that while Apple is still coveted, it is no longer the first

choice for IT users. When asked if they thought Apple was thinking different, all

three participants did not agree. Explaining their objection, the first and second

participants expressed their dissatisfaction about the lack of immersion that new

Apple’s products offered. The third participant criticized the quality of new

products and poor customer services. In brief, the result of the interview indicates

that Apple is becoming less innovative in the eyes of not only experts but also

customers and as a result, losing their position to competitors such as Android.

Based on the information gathered and the knowledge from the interviews,

it is possible to conclude that Apple is losing the innovation in their operation.

The real question to be solved now is why they are judged as losing it.

Consequently, the next part of the paper will be dedicated to explore the causes.

Two problems are identified by the study: problems with products and problems

with advertising.

First of all, the innovation of Apple is imbued in their products and their

product innovation is the most visible aspect of Apple’s thinking different. The


62 | P a g e

iPod, iPhone, iTunes and Appstore were obvious examples for that. However, it

seems that Apple is not keeping up with the innovation of their own products.

Recently, at least two aspects of Apple’s products: the design and the experience

have not been living up to the expectation of customers. First, let’s examine the

problems with the design.

The first problem with the design is the interface of Apple’s product,

which provided very different experience when it was first introduced, has very

little change in the newer generations. Answering the interview question about

the matter, the first participant said “When I first saw it, I found the interface

very attractive, but now I feel it is extremely boring” (Appendix B, Participant 1

Data), Mr. Thorsten also shared his view “The user interface of the iPhone, with

all due respect for what this invention was all about, is now five years old”

(Allsopp, 2013).

The second problem with the design is the appearance of the products

which is not receiving appropriate attention either. When iPhone 3 was replaced

by iPhone 4 and iPhone 4S in 2010, it was replaced by a more elegant and

luxurious version. When iPhone 4 was replaced by iPhone 5 in 2012, it was

replaced by an iPhone 4S’s identical but thinner and longer cousin, which some

experts consider an upgrade rather than a new generation (Low, 2012). Not

satisfying with the improvement, customers created a mock about the shape of

iPhone 5: an image of future iPhone, the iPhone 20 which would be so long and

thin that it can be used as a sword ("Apple iPhone 20", 2012). Commenting about

the introduction of iPhone 5, the first participant of the research interview called

it “a disaster” (Appendix B, Participant 1 Data) while the second participant

expressed his disappointment for Apple’s lack of breakthrough (Appendix B,

Participant 2 Data).

History repeated itself in the case of iPad Mini, the second generation of

iPad line. The iPad Mini provides no new experience when compared to iPad 2

and even iPad 1, they are just smaller in size. The iPhone 5 and iPad Mini cases

raised some experts’ worry about Apple’s tendency of following the crowd. They


63 | P a g e

said Apple’s decision to make iPad Mini was almost forced by customers’

interest in smaller tablet like those of Amazon, Samsung or Google (Deak, 2013).

So instead of inventing new devices, Apple played catch-up with competitors.

Not just having problems with designing, Apple showed issues with

customer experience – the area that Apple usually stands on top (Veglia, 2012).

With the launch of iPhone 5 and iOS 6, Apple replaced the traditional Google

Map with their own Map App. However, the App was not completed and it

showed a number of flaws, such as no public transit directions, wrong labels and

wrong directions (Allen, 2012). To make it worse for users, iPhone would not

allow them to switch back to Google Map (perhaps this is the result of the

competition with Google). Even though Apple sent an apologizing letter and

fixed the issues, it still left an unpleasant feeling for customers.

Another problem is the quality of product. A large number of customers

complaint about their newly bought iPhone5 were nick and scratch (Campbell,

2012). Apple was shown to be awared of the problem but proceeded anyway

when a worker at the Foxconn factory who published the photos of the new iOS

smartphone before it went official, said that most of the iPhone 5 units he and his

team were producing were faulty – with good ones being just 10% (Chip, 2012).

Furthermore, when answered the interview question about her satisfaction with

Apple’s product, the third participant of the interview agreed with the claim of

bad quality of iPhone 5 and showed her displeasure about the brand when she

took her broken handset to warranty agent for fixing and was given a new iPhone

5 which malfunctioned in a couple of days later (Appendix B, Participant 3

Data).

The second problem is Apple’s advertising. “Think different” is the most

successful campaign of Apple and it showed the creativity of the company, not

only through the slogan but also through the way they organized the campaign.

However, Apple never launched another creative campaign after that. All the

later campaigns of Apple, such as the “Switch” and “Get a Mac” are traditional

product-centered advertisements which constantly lashing at Microsoft by


64 | P a g e

comparing the Mac and Windows based PC. According to one of “Think

different” campaign creators, Mr. Ken Segall, Apple’s newest and short-lived

advertising campaign “the Genius” even made customers look dumb (Golson,

2012). He also criticized the product-based advertisements of Apple and praised

the people-based advertisements of Samsung, about which he said “has been

scoring points” (Segall, 2013).

In conclusion, both IBM and Apple are showing signs of inability to

maintain their respective culture. This is dangerous as the cultures are their core

value which defines and establishes the root of the two companies, allowing them

to achieve the position of today. If they fail to stay true to the culture, they will

one day become unfit to the slogan. Consequently, they will lose one invaluable

aspect of identification.

Summary

This Chapter deals with the various issues relating to the two slogans

“THINK” and “Think different”. Things to remember in this Chapter include the

messages of the two slogans, which encourage thinking and creative thinking

respectively. The two slogans are rivals but share many similarities as well as

differences which are caused by their similar physical appearance but distinctive

in natures. IBM and Apple show the illusion of “THINK” and “Think different”

very apparently in their operation, however, they are also threatened with losing

the cultures when facing the challenges.

65 | P a g e

CHAPTER IV: RECOMMENDATIONS FOR IBM AND APPLE

As examined in the previous Chapter, both IBM and Apple are facing the

risk of losing their cultures which they show through their slogans: the culture of

think of IBM and culture of innovation of Apple. This section will provide some

possible suggestions to IBM and Apple so that they may protect their own

characters.

4.1. Recommendations for IBM

4.1.1. For problems of core value over-expression

The first problem that IBM faces as suggested by Jim Collins is that IBM

is too obsessed with showing the physical expression of their core value. While it

is right to be proud of one’s legacy, the method, if overused, will become hollow

and create the false illusion of the real strength of the company. IBM leaders

should distinguish which are the core values and which are the expressions of the

values. The core values of the company (like “THINK” motto) are what must not

be changed, the physical expressions of the values (like “THINK” icon) are what

could be changed to suit the new environment. Placing “THINK” sign or the

word “THINK” everywhere does not make the company operate more

efficiently, pushing the IBMers to think is what does the feat. IBM leaders can do

that by empowering employees, motivating them and engaging them.

4.1.2. For problems of strict-following behavior

The second problem that IBM faces as suggested by Robert X. Cringely

(and possibly Apple) is IBMers are doing only what they are told when they are

told. This is a serious problem and it would greatly affect the performance of

IBM. To improve it, first it has to come from the leaders. The leaders should try

to empower the employees by making them understand fully what they are trying

to achieve. This is not done by ordering them to do this task and that task, which

is exactly what Robert has described the IBM force. The leaders need to help

them understanding what they are doing and what it would benefit the company.

The leaders also need to have an open mind. They need to allow their

Chapter IV: Recommendations for IBM and Apple

66 | P a g e

subordinates to be able to make their decisions about the business, not just telling

them to do what needs to be done. According to Glassdoor.com ("IBM Review",

2013), IBM employees’ hard work is not generally fully recognized by the

leaders. To empower the employees also means to make them feel their works

realized. Consequently, the leaders should be more active in praising the

individuals who are excellent at their job, either by giving them more break time,

increasing their salary or giving them the chance to advance.

Second, the bureaucracy of the company needs to be banished. IBM’s

bureaucracy is caused by the complicated layers of management (Denning,

2012). To improve it, IBM leaders need to identify which layers are not effective

or redundant and proceed to reduce it. They can do that by reorganizing the

structure and relocating more force to the sectors that are in need. One thing to

avoid is to mass firing employees because that would make all the workforce of

the company to be restless and thus, reducing their productivity.

Finally, the problem could be solved by the employees as well. When the

leaders try to empower them, IBM employees should take proactive role in

identifying problems and try to solve it instead of reporting and waiting for the

decision to be made. They should also question and give feedbacks of what they

will be doing, not just do it because it’s boss’ order as Robert described. All of

this would make IBMers thinkers as their motto says.

4.1.3. For problems with laying off policy

The third problem that IBM faces is that they are mass laying off workers

and targeting higher paid, long term and older workers to increase share holders’

EPS. This is another very serious problem because it will affect the company’s

overall performance and badly affect its reputation. First, IBM should stop this

policy immediately. If it is necessary to reduce the number of workforce, the

leaders should make evaluation of the performance of the employees to find out

the ones who are not investing and contributing enough for the company, this

would help them to have more proper treatments. As for the ones that have

already been fired, IBM leaders should reassess their performance and


67 | P a g e

contribution for the company and, if necessary, try inviting the good workers

back to work for IBM. This has been done before, back in 1997, Apple had to

request Steve Job’s return after firing him several years ago. By doing these,

IBM would maintain its performance by losing and keeping the right people and

preserve its reputation. To increase share holders’ EPS, IBM should try to

increase its profit instead. IBM can do that by doing what they are very good at

doing: inventing new technology and benefit from them. It is more difficult than

the current method but it is a better one because the path is what IBM has been

walking on for century and what their motto is all about.

4.2. Recommendations for Apple

4.2.1. For problems with uninnovative products

Similar to IBM, Apple has not recently shown their innovation through

anything but words. The first and most visible aspect of Apple’s innovation is

their product innovation and it hasn’t satisfied the customers. Firstly, the

interface of Apple products which impressed people many years ago now, like

Thorsten Heins said, is becoming old. About this, Apple should learn from

Microsoft. The interface of Windows Operation System (OS) did not change

much from Windows 95 to Windows 7. However, with the newest OS: Windows

8, Microsoft introduced a new interface experience while allowing users to

switch back to the old one if they find it more ease to use. That is one thing that

Microsoft does better than Apple: to be new but familiar. Perhaps Apple should

try to do something similar; inventing a brand new interface is not something out

of the hand of an innovative company like Apple.

Secondly, the design of the devices is not creative. As mentioned above,

iPhone 5 and iPad Mini are not too different from iPhone 4 and iPad 2 cousins

which disappoint users. For the next generations, Apple should try to give users

not a thinner, longer or smaller version of what they already have but an

improvement. For example, the device may have new shape and edge which

make it easier for users to hold, stronger battery life and new interface with new

and reorganizable icons. Apple should also stops making something just because


68 | P a g e

customers wanting something similar to competitors’ as in the case of iPad Mini.

While it is necessary to fulfill the demand of consumers, Apple is an innovative

company and should never stick to the status quo. They should have said “No” or

made improvement that differentiates the new device from other products of

Apple and competitors.

The final aspect of the first problem is relating to various problems of the

products that Apple allows the customers to experience. First is the problem with

Apple Map. While it is acceptable for the devices to not be very innovative, it is

totally unacceptable that the company gives the users flawed devices or

applications. Learning from the lesson of Apple Map, Apple could ensure that

they would never allow it to repeat by various methods. They can form testing

department where customers or technicians could test the new devices and

applications before they are released to the public. Another method is that Apple

might release the beta of the application for the users to try out by accessing the

Appstore so that they can give feedback about it and Apple will know of the

problem to fix before the application become official. That way, even if the

application may still have bugs, Apple will retain their reputation for making

sufficient effort to prevent it.

Second is the problem with nick and scratch. To solve the problem, Apple

has to make sure that they want to as it is evident that Apple chose to ignore it

the last time. The iPhone 5 was designed to be lighter but the perfection of the

device is more important. Apple should choose better, more durable material for

the next generation. They should also have a team to inspect the quality of the

devices before they are released. Though the phone can be more expensive,

consumers will be happier to pay an extra amount of money rather than to bring

their newly brought device to the warrant office.

4.2.2. For problems with uncreative advertisements

The second problem is Apple’s advertising. While the reputation for

innovation of Apple is decreasing, it is not necessary to launch another campaign

like “Think different” but Apple should find another way to advertise their


69 | P a g e

products. Instead of comparing Apple devices with other competitors’ products

to show why their products are better, Apple should advertise of how the new

device would impress the customers and what new experience it could give them.

That is product-centered advertisement, but it would be better at persuading

viewers to buy Apple products because it speaks of how the product will benefit

the buyer, not how it is superior to another device. In other words, the ad will be

focusing on customers’ interest rather than boasting brand name. Apple could

also try people-based advertisements, which would feature the staff of Apple

along with the products. This would raise the positive feeling for the brand and

make viewers more incline to buy the product.

Summary

This section provides some possible recommendation to solve the problem

of losing philosophy as mentioned in their slogans of IBM and Apple. For the

issue of over-expression of core values and passive workers of IBM, empowering

is suggested. Restructuring the company might also needed to get rid of IBM’s

bureaucracy to increase performance and avoid unnecessary overlap. IBM also

may want to stop mass laying off policies and invite good employees back and

try other ways to increase EPS. Not only can it boost the development of IBM

but also restore the reputation the company lost during the policies execution. For

Apple, they are losing the reputation of innovation for not satisfying customers

with current products. Therefore, they need to strongly impress them in the next

generations by bringing out improvements in design and experience. The

company also needs to be more stringent in quality of their products and should

never provide flawed staff again to live up to their high quality brand name. For

advertising, Apple needs to be more creative and try new kinds of advertisements

instead of sticking to the traditional comparing ads as they currently use.

70 | P a g e

CONCLUSION

To conclude, the study has described the description of slogan and

provided a comparison and contrast of the two slogans “THINK” and “Think

different” as well as how they have been applied to the operations of IBM and

Apple. After the analysis, the thesis makes the following conclusion for the three

proposed questions:

For the first question of how “THINK” and “Think different” could

achieve the feat of resurrecting the respective companies, it can be derived that

the two slogans are simple phrases but they serve as the golden compasses to

lead IBM and Apple to the right track. “THINK” sets out the basic principles and

core values for IBM. The motto chose the destination of the company to be a

seeker of invention and knowledge, which changed the face of IBM and the

world. “Think different” acted as a torch lid when Apple was lost in the dark and

shined the company back to the original way that it was founded: a creator of

innovative products. Both slogans managed to gather positive attention from the

public, which greatly increased reputation of both companies, contributing to

their current success. As a result, “THINK” and “Think different” – however

small they are – were able to save IBM and Apple.

For the second question of how the two slogans are similar to and

different from each other, it can be deduced that “THINK” and “Think different”

are quite distinctive. While the two slogans share resemblance in most

characteristics due to their correspondent physical forms, the goals to be

achieved from those characteristics are different. The functions of “THINK” and

“Think different” also set them apart with the former only having two while the

later having all three though the two functions that they share are achieved

similarly. All those are caused by the nature of the two slogans: a motto

(“THINK”) and an ad slogan (“Think different”). Despite that, the two slogans

are totally alike in many aspects including the success, the culture embedded and

the reflection in IBM and Apple’s operation.

Conclusion

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For the final question of whether IBM and Apple are losing the

philosophy as mentioned in their slogans, through various information gathered

and data from interviews, the answer is yes. IBM is losing the culture of think

and Apple is showing signs of lack of innovation. For IBM, it is evident in their

obsess with showing off the physical forms of core values, passive employees

and erroneous laying off policies. For Apple, it is shown through their

uninnovative, flawed products and uncreative traditional advertisings.

However, it should be acknowledged some limitations of the study. First,

the number of samples that the study bases on is small. Second, the data that are

used for the study are not up-to-dated. Therefore, the result should not be used to

generalize the case in a different timeframe.

In spite of the limitations, there is much left for the future study. One

direction is to study in depth to find the causes of losing the aspect of culture

mentioned in the slogans of both IBM and Apple, which due to the lack of

resource and access, this thesis only describes. Another direction is to further

explore the innovation in Apple operation which this paper describes sparsely.

Another possible direction is to find out how bureaucracy IBM is and how

strictly-follow IBMers really are.

72 | P a g e

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APPENDICES

Appendix A

Interview Questions

1. Have you ever owned or used any product of Apple? And if yes, which

products did you use?

2. (If he/she owns) Are you satisfied with them? In terms of utility, ease to use,

design, quality, etc.

(If he/she doesn’t own) Do you want to own them someday? And why

do/don’t you want to?

3. There are currently many kinds of similar product available on the market.

One of the most powerful competitors is Android. If you have a choice between

Android and Apple, which one would you choose? And why is that?

4. Do you know that one of Apple’s slogans is “Think different”?

5. Based on your judgment for recent Apple’s product in terms of creativity and

innovation, do you think Apple is thinking different?

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Appendix B

This appendix contains sample data of all the participants interviewed.

Participant 1 Data

Name: Dang Thi Ngoc

Occupation: Student of APTECH University

* Have you ever owned or used any product of Apple? And if yes, which


I don’t own any but I have used them. I used iPod and iPad.

* Do you want to own them someday?

Yes.

* Can you give me the reason why?

Because they are handy, suitable for my working and entertaining needs.

Their design is friendly and attractive. Furthermore, many people sought out the

products because of its brand. Because the brand is famous, their products will be

of high quality.

* There are currently many kinds of similar product available on the market. One

of the most powerful competitors is Android. If you have a choice between

Android and Apple, which one would you choose?

I choose Android.

* Can you explain?

Firstly, it is because Android is a popular OS. It is not reserved for any

particular product line. Users can easily make their own applications for their

purposes using supporting programs from the devices. As a result, its

applications store is copious.

Secondly, because it is a popular OS, the price of the devices is much

lower than Apple’s.

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Thirdly, Android’s features are not inferior to Apple. The Android devices

are growing strongly. In the future, my prediction is that it will be equal or

stronger than Apple.

On contrary, because Apple aims at individual, their products are only

compatible with their own. Consequently, it is very inconvenient if I want to use

different products simultaneously. Many people I know complained about not

being able to use other common product’s applications for Apple.

As a result, Android is more convenient and affordable than Apple.

* Do you know that one of Apple’s slogans is “Think different”?

No, I don’t

* Based on your judgment for recent Apple’s product in terms of creativity and


I am not satisfied with them. Their products are not seemed to be

prominent and impressive recently. Especially iPhone 5, it was a disaster. It is

not any different than iPhone 4, just longer. The interface of the devices is not

developed either. When I first saw it, I found the interface very attractive, but

now I feel it is extremely boring. The features of the devices are also difficult for

inexperienced users. In other words, the devices are becoming picky. So, as for

the slogan, personally, I think they should change to the more accurate “Think

the same as always”.

* Thank you for your invaluable opinion.

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Participant 2 data

Name: Nguyen Thai Vu

Occupation: IT trainer



I don’t own but have used Apple’s products. In particular, I used Ipad, iPhone

and iPod.

* So by your experience with them, do you want to own them someday?

Yes, I’d love to have an iMac and iBook.

* Can you explain why?

First is the design, it is simple but elegant and attractive. Second is the

OS: secured, beautiful interface and smooth-running. They are very suitable for

working. Unfortunately, they are not for entertaining.

* There are currently many kinds of similar product available on the market. One

of the most powerful competitors is Android. If you have a choice between


Android and Apple are currently the two most powerful mobile

manufacturers. To be fair, Apple is only stronger than Android at one thing:

security. No, two things: security and stability. Android is an open-source OS, it

is definitely not as stable as iOS. However, because it is an open-source, it can

improve the experiences of users without extra cost. Furthermore, there are

dozens of modder for each Android device so if you want brand new experience

or simply like to tangle with the OS, you just need to find a new rom version.

Secondly, Android is compatible with Windows. Because it is compatible

with Windows and Windows is the most popular OS, Android is friendlier with

most users than iOS.

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Thirdly, the price. Because Apple aims to make high quality products,

their price is high. I think it is a waste of money to but an Apple’s product when

the only things it provides is elegance and security.


No.



Recently, they are not very creative or innovative. In particular, the new

products for iPhone and iPad line do not provide users with breakthrough of

design and experience. Since the new products were launched too quickly, I

don’t think they received adequate investment. As a result, I don’t think Apple is

thinking different.

* Thank you for your invaluable information.

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Participant 3 Data

Name: Nguyen Thi Truc Ngoc

Occupation: Engineer of Viettel Telecom



Yes, I owned iPhone and iMac.

* Are you satisfied with them? I mean in terms of utility, ease to use, design,

quality, etc.

To a certain extent, yes. On the one hand, the design of the devices is

beautiful and elegant. The interface is friendly and beautiful. The devices are

highly secured plus it is easy to backup and recovery so I am not worried much

about losing data. The touch and gesture features are genius, I have never seen

any other device which provides the ease to use similar to that. On the other

hand, the products are difficult to use, I always have trouble with transferring

data from my iPhone to my iMac despite the fact that they are from the same

manufacturer.

* There are currently many kinds of similar products available on the market.

One of the most powerful competitors is Android. If you have a choice between


Well, I had to ask myself the exactly same question several months ago. I

wanted to buy either Samsung Galaxy S4 (a smartphone using Android OS) or

iPhone 5. Since I already used iPhone 4, I would not have trouble with iPhone 5.

But I would also love to try a new thing, and Samsung Galaxy was highly praised

for its compatibility and ease to use. By features, Galaxy is not any inferior to

iPhone 5. It is also much cheaper.

* So in the end, which one did you choose?

I did not have to, I received iPhone 5 as a gift.


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I don’t.



iPhone 5 has certain level of improvement compared to iPhone 4. It screen

is more realistic and the phone is lighter despite its length. However, those are

just trivial and I don’t find it to be any more creative or innovative than its

predecessor. Apple’s products are regarded to be of high quality devices yet I

feel that they are no longer true. You know of nick and scratch problem with

iPhone 5? That was one of the reasons that I considered purchasing Samsung

Galaxy several months ago. Luckily, my iPhone was not scratched but weeks

ago, it stopped working properly. When I brought it to Apple warranty center,

they gave me a new one. Sounds good, right? No, the new one malfunctioned in

a couple of days. And I had to get it fixed again. I mean this should not have

happened with company like Apple. So, I don’t agree that Apple is thinking

different.

* Thank you for your invaluable information.

ananalysis on the two slogans: “think” of ibm and “think different” of apple

Documents

definitions of slogan

elements of slogan

history of slogan

functions of slogan

characteristics of slogan

list of tables

list of abbreviations

positive feeling imparting