For the third time in 20 years, a "new" IBM

This event report covers IBM's increasing moves into artificial intelligence and cognitive computing, a shift spearheaded by its Watson brand.

For the third time in 20 years, a "new" IBM

Geoffrey Precourt

In 1997, IBM stepped away from the global thought-leadership pack. As the shape of commerce was about to change, the enterprise boldly moved on from the "Think" tagline it had used since 1911 and encouraged consumers to think anew, specifically about something it called "e-business".

It even gave people a peak at the future. ("A bank could build an electronic debit service that would allow customers to shop at virtual stores and have charges automatically deducted from their bank accounts.")

As Jon Iwata, IBM Corp. SVP/Marketing and Communications...

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