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” A provider of solutions” became IBM’s new primary focus
Objective: To communicate the message that IBM delivers solutions that are simple yet powerful enough to manage information anywhere, anytime, and for anyone.
Targeted “C-level” executives Solutions For A Small Planet 1997 New and innovative competitive companies
Who were some of IBM’s main competitors?
IBM had fallen behind in technology and lost touch with its customers needs
What were IBM’s weaknesses?
Downfall of IBM During 1970 & 80’s IBM became Worldwide success
Nickname “Big Blue”
Fortune’s magazine listed IBM the most admired company in the U.S. for four consecutive years.
International Business Machine Presented By:
Khristopher Andalon & Jamie Worst Brand Equity Restoration
Advertising Evolution Gizmos 2002 Objective: To position itself as the most comprehensive provider of end-to-end solutions for e-business
Targeted businesses E-Business 1998 Effectively communicated
the importance of technology to all
Provider of solutions
Imaged itself as a business consultant
Wall Street Journal and The New York Times manifesto
IBM understood Business Results Lou Gerstner
Envisioned a three-legged company
IBM would focus on Software, Hardware, and consulting services
Consolidated al 40 agency to project one image.
“It was a massive consolidation job of a very complex brand in a very complex category. The challenge for Ogilvy was to take a brand with heritage from the past and bring it to the present: taking what was good and truthful, and infusing it with a modern voice.
We have taken a very complex topic in an environment of constant change, in which the products evolve but are not quite "new" - products you can't show and often can't demonstrate. Our challenge has been to keep the IBM brand fresh, interesting and topical - because at the end of the day what you're selling is trust.” -Gerstner
Solutions for IBM Lou Gerstner - New CEO
given the task of turning the company around.
Company had 40 different agencies around the globe
Deciding if the company should break up into several smaller companies to compete with the market
Creating a New Beginning 1993