Har du läst "Apple Manifesto - For the crazy ones" ?
Har du till och med fått förslaget att ditt varumärke skulle beskrivas på ett liknande sätt?
Visst, det är välformulerat med en personlig tonalitet, och relevant – för Apple!
Innan detta upphöjdes till manifest var det en annonstext, en platsannons. Manifest som ord har en politisk laddning och kan utgöra en spännande kombination ihop med opolitiska produkter som Apples. Men det fungerar mindre bra som begrepp för kommuner, landskap och vid nationbrandning.
Läs gärna Apple Manifesto men ditt varumärke vinner förmodligen på använda en egen personlig röst.
Apple manifesto
Here's to the crazy ones
The misfits. The nerds.
The troublemakers.
The round pegs in the square holes.
The ones who see things differently.
They are not fond of rules.
And they have no respect for the status quo.
You can praise them, disagree with them, quote them, and disbelieve them, glory or vilify them.
About the only thing you can't do is ignore them.
Because they change things. They invent.
They imagine. They heal.
They explore. They create. They inspire. They push the human race forward.
Maybe they have to be crazy. How else can you stare at an empty canvas and see a work of art? Or sit in silence and hear a song that's never been written?
Or gaze at a red planet and see a laboratory on wheels?
We make tools for these kinds of people.
While some 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.
Think differently.