December 2017
Intermediate to advanced
216 pages
5h 50m
English
Content preview from B2B Marketing Strategy
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03
Thinking different about B2B marketing
CASE STUDY Apple’s iconic ‘Think Different’ campaign
It’s hard to believe, but 20 years ago, in 1997, Apple was in real trouble. They had a tiny portion of the market (around 2 per cent), $2 billion of year-on-year losses, and hardly any software applications in comparison to Windows PCs.
Sure, there was a core group of Apple fanatics, almost solely in the creative industries, and they had a solid education and home computing business. But the broader business world thought Apple computers were not capable of ‘real’ computing. And the industry press thought Apple computers were ‘toys’, constantly implying that for the general public to buy an Apple product would be the height of stupidity.
A large proportion ...
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