Brand Champions of Tomorrow: The Big Blue Brand

Liron Reznik

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 that ‘advertisers who are dedicated to building the most favorable image – the most sharply defined personality for their brands – are the ones who will get the highest share of market and the highest profit.’

But what should you do if your brand has been around since the beginning of the century and you’re aiming to be...

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