When building campaigns and brand platforms don’t be afraid to look beyond your core customers. Think big and consider how your brand could appeal to, or even motivate, a wider audience. Apple’s Think Different campaign, launched in 1997, is a great example in that it made people look at Macs through a more creative lens. Even today, 21 years after it first aired, the aura of Think Different has stuck to the Apple brand. And yes, both Think Different and We the North are considered to be grammatically incorrect – perhaps lending to their memorability.