1. Concept: The central concept of the "Think Different" campaign was to celebrate individuals who challenged the status quo, changed the world, and embodied the spirit of innovation and creativity. The campaign urged people to embrace their own unique perspectives and think differently.

2. Slogan: The campaign's tagline, "Think Different," became synonymous with Apple's brand and its commitment to breaking the mold. It encouraged people to question conventional wisdom and to be unafraid of pursuing their passions.

3. Iconic Advertisements: The campaign featured a series of iconic print advertisements and television commercials. These ads showcased images of influential historical figures such as Albert Einstein, Mahatma Gandhi, Martin Luther King Jr., John Lennon, and many others. The text often began with "Here's to the crazy ones" and celebrated these individuals' contributions to the world.

4. Visual Style: The campaign's visual style was minimalistic and focused on the personalities and faces of the individuals being celebrated. The ads used black-and-white photography, contrasting sharply with colorful Apple logos and the "Think Different" tagline.

5. Rebranding: The "Think Different" campaign marked a significant turning point for Apple, which was facing financial challenges at the time. It was part of the larger effort to rebrand the company as an innovator and a leader in the technology industry.

6. Cultural Impact: The campaign had a profound cultural impact and resonated with individuals who valued creativity and non-conformity. It celebrated the idea that those who dared to think differently were the ones who made a difference in the world.

7. Legacy: Even decades after its launch, the "Think Different" campaign continues to be associated with Apple's brand identity. It reinforced Apple's reputation as a company that values design, innovation, and the pursuit of excellence.