A few years back Apple’s advertising agency, Chiat-Day had contacted the folks who represent Rosa Parks to be included in their Think Different ad campaign.
I was asked via a business colleague to help negotiate the relationship, as sponsorship and endorsements were outside of their legal practice.
After a few conversations the Apple folks realized that Mrs. Parks brought a lot more than just a photographic image to their campaign. Apple stepped up and provided Mrs. Parks and her foundation funding and more, all because I challenged them to really ‘think different’ about a real American icon.
I was happy to see how Apple remembered her on her passing last week.