Business Services Industry
`Codernauts' invade, tie together 4 brands!(IBM's advertising campaign to create software brand identity, U.S.)(Brief Article)
B to B, June, 2002 by Maddox, Kate
IBM Corp., the venerable hardware manufacturer, had a problem to solve when it came to marketing its software products: creating a unified brand identity for four previously separate brands.
In addition to its own DB2 database software and WebSphere e-business software, IBM Software Group had added two new software brands into its product portfolio through the acquisitions of Tivoli, a systems management company, in 1996 and Lotus, a collaboration software developer, in 1995.
``IBM is a hardware company. No one thinks of them as a software company,'' said Chris Wall, senior partner and executive group creative director at Ogilvy & Mather, IBM's advertising agency of record, pointing to the challenge the agency faced in creating an integrated campaign...
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