What interests me about We&Co. is its tagline: “Thank Different.”
“Thank Different” is just one vowel away from Apple’s famous “Think Different” slogan, which was the theme of the ad campaign said to be responsible for Apple’s dramatic turnaround in the late 1990s. The “Think Different” ads, created by Los Angeles agency TBWA\Chiat\Day, featured black-and-white portraits of famous 20th-century people—the Dalai Lama, Jim Henson, Martha Graham, Miles Davis, and many others. The long version of the ad, created for TV spots, called these people “the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes.”
Yoko Ono and John Lennon.
As a slogan, “Think Different” wasn’t terribly different. It riffed on two classics of the genre: Volkswagen’s “Think Small” (1960) and IBM’s “Think” (coined by Thomas J. Watson, Jr., in 1911—several years before he joined the forerunner of IBM).
Bill Bernbach, the ad man responsible for VW’s “Think Small” campaign.