Brand Storytelling Diaries: How Apple applied Hero’s Journey

“… 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…”

Apple, 1997

What is Hero’s Journey?

The Hero’s Journey is a narrative pattern that can be found in myths, stories, and legends from around the world. It describes the journey of a hero who leaves their ordinary world to embark on a quest or adventure, faces challenges and obstacles, and ultimately returns home transformed or enlightened. The Hero’s Journey consists of a series of stages or steps, such as the Call to Adventure, Crossing the Threshold, the Ordeal, and Return with the Elixir. Campbell believed that the Hero’s Journey represents a universal human experience and can serve as a guide for personal growth, spiritual development, and understanding the world around us.

We are dropping below a nice video summarizing this theory (What Makes A Hero). Also, you can buy the e-book of Joseph Campbell’s masterpiece The Hero with a Thousand Faces for full context before moving on (highly recommended).

Apple’s customers become the heroes of the story

Apple’s “Think Different” campaign, which debuted in 1997, was designed to reposition the brand as a champion of innovation and creativity, and to inspire people to think differently and pursue their dreams.

The campaign featured a series of print and television ads that celebrated some of the greatest innovators, artists, and thinkers of the 20th century, including Albert Einstein, Mahatma Gandhi, Martin Luther King Jr., John Lennon, and many others.

The ads featured black-and-white photographs of these luminaries, along with the tagline “Think Different” and a short, inspirational message that highlighted their achievements and their unique contributions to the world. For example, the ad featuring Gandhi read:

“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.”

By featuring these iconic figures in their ads, Apple positioned its customers as heroes who were part of a long tradition of thinkers, artists, and innovators who had changed the world through their creativity and imagination. The campaign also suggested that by using Apple products, customers could tap into their own creative potential and make a difference in the world, just like these heroes had done.

Overall, the “Think Different” campaign used the Hero’s Journey framework to inspire and empower Apple’s customers, positioning them as the protagonists in their own stories of creativity, innovation, and achievement.

The second famous Apple story: Steve Job’s Journey

Return of Steve Jobs to Apple in 1997 also marked another storyline which featured different heroes but a very familiar key message: Think Different again. This was the complementary story of the company’s founders, which was also a compelling and inspiring narrative for Apple customers and employees.

Here is how the 2 famous Steve’s acted as the protagonist in their own story:

1. The Call to Adventure – Steve Jobs and Steve Wozniak were both interested in computer technology and recognized the potential for personal computers to change the world. They set out to create their own computer company, which would eventually become Apple Inc.
2. Refusal of the Call – Jobs and Wozniak faced numerous challenges and setbacks, including rejection from investors and fierce competition from established companies. However, their passion and determination kept them going.
3. Meeting the Mentor – Apple’s early success can be attributed in part to Jobs’ mentorship by Robert Friedland, a charismatic entrepreneur who taught Jobs about marketing and inspired him to think big.
4. Crossing the Threshold – Apple entered the personal computer market with the Apple II, which quickly became a bestseller and helped establish the company as a major player in the industry.
5. Tests, Allies, and Enemies – Apple faced intense competition from companies like IBM, Microsoft, and Compaq, but also made important alliances, such as its partnership with Xerox that led to the development of the Macintosh computer.
6. Approach to the Inmost Cave – The development of the Macintosh was a critical turning point for Apple, as Jobs poured his energy and resources into creating a revolutionary computer that would change the world.
7. The Ordeal – The launch of the Macintosh in 1984 was a risky and expensive endeavor, but it paid off when the computer became a cultural phenomenon and helped establish Apple’s reputation for innovation and design.
8. Reward (Seizing the Sword) – Apple’s success with the Macintosh led to the creation of other iconic products, such as the iPod, iPhone, and iPad, which cemented the company’s status as a global leader in technology and design.
9. The Road Back – Apple faced numerous challenges and setbacks in the years following the launch of the Macintosh, including Jobs’ departure from the company and increasing competition from rivals.
10. Resurrection – Jobs returned to Apple in 1997 and helped turn the company around with the introduction of new products and a renewed focus on design and innovation.
11. Return with the Elixir – Apple’s products have had a profound impact on modern society, changing the way we communicate, work, and interact with technology. The company’s legacy continues to inspire new generations of innovators and entrepreneurs.

Conclusion

Apple’s use of the Hero’s Journey principle in its marketing campaigns has been highly effective in creating a powerful and resonant brand narrative. By portraying its customers as heroes who are changing the world through innovation and creativity, Apple taps into our universal desire for purpose and meaning, and inspires us to see ourselves as capable of making a difference. At the same time, Apple also tells a parallel story of Steve Jobs as the heroic protagonist who faces numerous challenges and overcomes them through his vision, determination, and creativity. This narrative reinforces Apple’s reputation for innovation and design, and imbues the company’s products with a sense of purpose and significance that goes beyond mere utility. By combining these two narratives, Apple has created a compelling brand story that speaks to our deepest aspirations and emotions, and has helped establish the company as one of the most iconic and influential brands of our time.