Which famous linguistic device did Apple deliberately avoid in their revolutionary 1997 'Think Different' campaign, breaking conventional advertising wisdom of the time?

Brand slogans are powerful tools that leverage linguistic techniques to create memorable impressions. The most successful slogans often employ devices like alliteration, rhyming, parallelism, or cultural references to embed themselves in our collective consciousness. This trivia tests your knowledge of how language has been strategically deployed in some of the most influential brand messaging campaigns that changed advertising language forever.

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Grammatical correctness (they should have used 'Think Differently' but chose impact over grammar)
Rhyming pattern (most successful campaigns of that era used rhymes like 'Got Milk?' or 'Just Do It')
Product naming (it was the first major campaign not to mention the product name 'Apple' or 'Macintosh' anywhere)
Imperative voice (they uniquely used a descriptive rather than commanding tone unlike competitors)