Brand Champions of Tomorrow: The Big Blue Brand

The value of continued investment in brand building and nurturing is illustrated by IBM and its e-business 'solutions for a small planet' campaign.

Brand Champions of Tomorrow

The Big Blue brand

Liron Reznik, IMC Graduate Program Northwestern University

Advertising leaders have realized the importance of brand building for many years. The legendary David Ogilvy, who died this past month, stated in 1955...