How IBM rebuilt its brand around 'Smarter Planet'

This article, based on the presentation of Jon C. Iwata, IBM SVP/marketing and communications to the ANA's annual Masters of Marketing convention, describes the company's repositioning from PC brand to business solutions provider.

How IBM rebuilt its brand around 'Smarter Planet'

Geoffrey PrecourtWarc

In December 2004, IBM announced it was putting its PC business up for sale; The New York Times called it the "end of an era in computing". It was also the end of what the IBM brand had been built around.

"The PC was the last touchpoint with the individual – the individual business and the individual consumer," Jon C. Iwata, IBM SVP/marketing and communications, told a keynote audience at the Association of National Advertisers' annual Masters of Marketing convention. "It represented IBM to them. It was no...

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