Shaping and transformation from a blue giant to a four-seater IBM brand
Author: Hu Xiaoyun | 2005-01-14 | original source:
IBM means excellent technology, in the history of human computer technology, it is the most shining brand; IBM means a extraordinary service, "IBM is service", in its world, our "four seas". The IBM brand has achieved benefits from excellent technology and a brand strategy, from the "IBM Day" in the 1930s, "1984 counterattack war" by the 1980s, "Whether it is a small step, it is a big step, IBM always drives the footsteps of the world. " The IBM in the 1990s launched the "Savior of the Four Seas", "E-Commerce E-Buesiness", which greatly enriches the IBM brand connotation. Today's "Magic Treasure Chest", "IBM Experience", then under the sparkling fashion gauge, continue to shape and exude the brand charm of the blue giants. IBM, or people prefer to call it "Blue Giant", there is a kind of leader temperament. This, we can feel it from its magnificent name - International Commercial Machine Company and Early Earth Sign LOGO Fonts. IBM's predecessor CTR (Computing-Tabulating-Recording) was established in 1914, 1924, IBM's founder Thomas. Watson resolutely renamed it IBM. Perhaps at that time, Thomas Watson expected his company to be aircraft carrier that would become a world computer industry; maybe the genius salesman wanted to make their own companies in the world business field from the beginning; maybe he Just want to give the company a good name. But no matter what, the "blue giant" of this IT is the birth of a buzzard in a meat scale. By the end of the 1930s, IBM has developed into a large company in the United States, mainly engaged in punching machine business. But early IBM did not carry out extensive advertising movements. IBM ads in that time often target a special target market, or for sales of a particular equipment, there is a concentrated production information sales, and its purpose is also clear. These focusing on problems in order to attract customers from customers, usually published in targeted, professional business and technology magazines or newspapers, such as "Bankers", "Petroleum Week", "Chemical Week", etc. A small number of integrated advertisements appear on a cross-industry publication, including "Wall Street Journal", "Happy Magazine", "Business Week". The advertising performance fully interprets the advertising concept of IBM is the biggest, most trusted product. Parents' public relations advertising early "Watson era" IBM is a parent-made enterprise with strict rules and regulations. Although there is no large-scale advertising movement, IBM is still successful in a short period of time, has established a company and brand image. In this middle, by Thomas Watson personally, the famous IBM Journal of IBM Enterprise Magazine has established the early IBM corporate culture and brand building. In 1935, "Thought" magazine first issued internal IBM, an exquisite and extensive interest in the IBM. The magazine is distributed to all customers and potential customers who use IBM machines, including college teachers, parish priers, parish priests, all universities and members of the Communist Party of China. At that time, IBM's users had only 35,000, while its issuance reached 100,000 copies. IIBM's "thinking" is different from the direct mail corporate image advertising reading of us today. It does not use corporate propaganda and product advertising as the main body, but in a rich and colorful, close to the content as a carrier, and the "innovation, struggle, service-oriented" corporate culture and brand image is subtitled to IBM carefully selected audience. It is reasonable to "sneak in the night, and the moisturit is silent." It is worth mentioning in the history of IBM brands, IBM successfully held in 1939 - "IBM Day".
In a three-day "IBM Day" activity, the company's leadership of "the biggest best" enterprises through incident marketing, showing no legacy in front of the world. The whole activity costs $ 1 million, which is equivalent to 1/10 of the annual profit at the time of IBM. II At the time, in order to promote this event, IBM has made an advertisement in the major newspapers in New York. The big title of the advertisement is: "They are here!" In the event, Old Walsen's workers, maintenance personnel, and their families, asked more than 10,000 people in New York, this is the first world. After the troops of the war, the largest personnel in the United States flow. The major media competed in the event, and all TV stations broadcast the activities of the opening day. The IBM of "Xingshi Monitor, Dagu" will be "IBM is the biggest and best" brand image is deeply branded in people's hearts. Under the 1940s computer under the industry, the company's founder of the company, the company, did not optimize this market. Until the late 1940s, IBM was transferred to the computer area. By carrying out technical cooperation with Harvard University, it has established a good customer relationship with military and government, and IBM rapidly rises in the field of large computer. In the early 1960s, IBM was in the S / 360 project with $ 5 billion, and the competitor was defeated by S / 360. After that, IBM gradually became the overlord of the computer market. In the 1980s, IBM has begun to pay attention to advertising strategies. In 1981, in order to launch a new personal computer, IBM has started for 6 years, and the advertising movement called "Tools" called "Modern Age", I want to take this advertising to make the public to fear of the computer, indicating that they are easy to operate. And applications. IBM and it at the time of advertising Act Lode in the popular culture, and finally they raised their Chaplin. The legendary actor has shaped the role of the small lam, and is loved by people at all ages. He is easy to hurt, but he is also very smart and he can always find a solution when he faces some incredible issues. Thus, the image of the small tramp became the center image of this advertising movement. This advertising movement in the United States lasts for 6 years, which has a longer time in foreign countries. It positions a personal computer as a "modern era", which is derived from a movie of Chaplin. During this period, another group of advertisements of IBM will "make a good company legal person" (Be a good corporate citizen) brand concept with general product advertisements, and work in the media and is quite successful. Successful brand advertising strategy, coupled with IBM more than 50% of the market share (especially in the power of government and medium-sized public private bodies) to a new height. When IBM relies on constant innovative technology and success, IBM is gradually growing into a "blue giant", IBM's error-oriented in brand operations is also the case. At that time, IBM is a product-oriented centralized large enterprise, as the company has excessively emphasized in the brand strategy, ignoring the true demand for customers; at that time, some leaders of IBM believe that personal PC does not become a computer The mainstream of the market, even laughing at the "poor" function of personal PC, and insisted on continuing to promote the business of the mainframe. On the other hand, proud, and big emotions have spread to all areas of IBM, developed from product, to sales, until the after-sales service, so that the "service-oriented IBM" service is more and more, there are customers who complain about the market. Service personnel Arrogant, indifferent, self-righteous service attitude. The salesman who made IBM proud did not have the enthusiasm and thoughtfulness of the past. In people's minds, IBM gradually evolved into arrogant, indifferent "autocratic boss". The IBM brand has fallen into a crisis.
People began dissatisfied with IBM, they were afraid of IBM's monopoly and "dark rule". In the "1984" Macintosh "Macintosh" Macintosh, the "1984" Creation of the CHIAT / DAY Advertising) is using this psychology, and the IBM is better than the brutal "old brother". It suggests that the blue giant IBM is the dream of human side, is an attempt to slave humanity with that huge, compressive information authoritarian forces. But unfortunately, IBM did not realize that he was going to the cliff, but it continued to be immersed in blind self-confidence. Even, even its counterattack is so arrogant - at that time, there was a TV advertisement shooting in IBM: in the desert, a small elephant and an elephant in trek. Before a dune, the honesty rushed up and slipped down when it was going to the top. At this time, the elephant followed the powerful nose and the body, put the little icon. Under the leadership of the elephant, the elephant passes the desert with elephants. I am still old. Older gingers are more spicy. The first final is the first. The meaning of the advertisement is the most obvious of the audience who just read the "1984" advertisement of Apple. Objectively speaking, with IBM's strong funds and technical capital, as long as it is adjusted in time, it can still be easily defending its dominant position in the IT field. However, the deep-rooted pride psychology makes senior managers to find some reasons to avoid critical issues, such as whether the demand for consumers should be placed in the first place in the new business environment, and gradually change product orientation to a market. Guided enterprise? They think that IBM has a bamboo for all problems. It knows what products should be put on the market than any company. It provides consumers to provide high quality, multi-function and product products, which should be the favorite of consumers. product. This incorrect corporate culture finally made IBM a heavy cost. In the 1990s, the global economic decline, the computer market gradually turned into the buyer market from the seller market, and the hardware prices decreased due to market maturation and scientific and technological progress, and network technology is increasingly mature. The market's demand for PC is constantly rising; competitors In addition, new products, competitors' technical force is gradually enhanced, and the market share of IBM is divided. When the rising sales can no longer cover the loss of IBM and increasingly narrow market share, "the most best" IBM has moved from hell from hell at night. In 1992, IBM was a catastrophic year, and the company's loss was as high as $ 497 million, which was the largest net loss in the history of American history. III Save the Blue Giant - Integrated Brand Resistance Movement under Marketing Dissemination If the world lost IBM? No one is willing to think about this problem. IBM was one of the greatest, most powerful institutions in the United States, and in a long time, "IBM" is a strong synonym. But the IBM in the early 1990s became a giant of a sick into the paste. The advertising movement in the crisis has emerged in the IBM's financial crisis. At the same time, the strength of the competitors is constantly enhanced, and almost all large PC product manufacturers have attacked this "Dollar Giants" to attack. IBM highlights its own strength. Dell launched an aggressive comparison advertisement titled "Not So Fast, IBM", and Compaq launched the "Announcing Our Annual Kick IBM and Compaq in the Rear End'Sale" comparison, and sets IBM to Advertising strategies have developed an offensive program for IBM to strengthen their market promotion. IBM has fallen into the difficulties of the abdominal back, four sides of Chu song. In 1992, IBM conducted a deep "revolution" to spend the crisis. At this time, advertisements become an important way to IBM contact the public and reshape the image.
IBM strives to launch a series of new advertising campaigns to make it a brilliant image from being severely damaged. Before the end of 1992, IBM was introduced to strengthen the public's understanding and confidence in its new initiatives. What will happen in IBM? "The print advertisement of the title, and the one-time published published the 12 main newspapers and magazines including the New York Times," Washington Post ". At the beginning of 1993, in order to cooperate with the company's structure, IBM launched another print advertisement in the title of "now the situation", to display the new changes in IBM to the public. IBM TV advertisements have also emerged between sports and news programs in early 1993, which consists of two 30 seconds, one emphasizes the type of service that IBM can provide for users; the other highlights IBM The ability and experience of global operations. All of these ads are executed by advertising agents that are responsible for IBM's image business. The IBM passed the crisis advertising movement, which took the initiative to respond and interpret the crisis, making its reform have been supported and collaboration in the press, and also meets the public's curiosity and concern, eliminating some unfriendly rumors and dissemination. For competitors 'attacks, IBM represents amazing modest, and changed the way in which they arrived in the past, but to find IBM's own weaknesses from competitors' attack ads and corrected. As it implies in the outdoor advertisement issues titled "IBM for Less Than IBM", IBM acknowledges the weakness of the price. "Other companies have tried to set their PC products below IBM; we believe We are also willing to try this. "At the same time IBM learned the characteristics of the service from the competitors, and the sales service items for users have been drawn, in the fierce PC market, in order to cause more consumer interest in the fierce PC market. In Europe, IBM launched a tail, naughty, and group "Red Leopard" cartoon image with long hair and bright pink tail, I hope to reflect the friendship, activeness, intimate and emphasized service of IBM. Image. "Red Leopard" was originally designed by the GGK advertising company in France to recommend IBM's Think Pad portable computer to European users. It is an anti-European computer professional magazine and a single single, and invite readers in a kind attitude. This cute cartoon "Red Leopard" image has caused a strong interest in Europeans, and became an important part of IBM in the European market promotion. The "Red Leopard" image is everywhere, and has become a brand symbol of IBM. With the "Red Leopard"-centered advertising, not only the symbolic significance of the original IBM brand's original performance, quality and reliability, but also changed the brand's arrogance, indifference, the brand image that is not concerned about the family, so that IBM is in Europe Successfully spent the crisis period. IBM came in April 1993 in April 1993, Luo Guoshen was deadly and became IBM. Guo Shi shortly after going to the most important position shortly, fully proposes a new service concept of providing a comprehensive computer system solution for customers to solve problems. IBM regression of "customer first" in Watson era. In terms of specific measures, Guo Shi demands all marketing departments - sales, advertising, product management, marketing research, etc. must be coordinated with each other. All marketing functions must start from the customer's point of view, and the demand of the market is integrated. At the same time, other departments must accept the idea of thinking customers through the marketing department. At the same time, Guoshen believes that saving IBM must rely on the power of the brand. Due to the disorder of the organizational structure in the early 1990s, IBM has caused the brand information. Advertising agency relationship is also abnormal. At that time, IBM's advertising business was mainly written by two major advertising companies in New York, but because of the decentralization of IBM organizations, each department can also look for other advertising company agency advertising business. In this case, IV want to integrate brand resources, and unified deployment of market promotion is not practical.
On May 2 4, 1994, IBM decided to pay all of its global advertising business to the MEM agent. This is the largest business transfer V in the history of advertising. In addition to requiring Ogili Advertising Company to have global business networks and experiences, IBM specializes in OEMs to make IBM brands have a complete new feature in the world - low-key, flat, technology leaders, virtual valence and source constant vitality. Vi has also begun to establish and develop an IBM brand 360 ° reshaping advertising movement. The comprehensive intervention of brand housekeeper First, the IBM brand has a large-scale market survey to understand the existing image of IBM in people's minds. It is called "brand inspection", which is looking for language related languages and Elements, and start collecting information to understand the relationship between brand and consumers in a full range. The survey found that although the popularity of IBM has always been high, and in the past, people have a stable, safe, reliable feeling, but people believe that IBM institutions are huge, slow, and the reaction is not as good as others, lack new brands fascinating product characteristics, As for the customer to confuse the characteristics of the brand and the future development direction. Survey show: IBM is a brand "you can't laugh with it", "IBM will only discuss with your supervisor, in addition to this, others are not important." VII of course, IBM is also a trustworthy, good character Company with lofty morality. According to the information obtained by the market survey, the Ogama company defines IBM's brand as: "The cornerstone of the information age, the tension of our lives ... IBM stood in the world, taking into account the moderate demand of humanity, Actively, even occasionally, you will be self-tapping; gently touch, it can turn anyone into a user who has a technology magic; it provides a solution of the four seas. " On the basis of this definition, Ogama began to integrate the comprehensive integration of IBM brands. In the company's internal, from the style of the receptionist, the office is shipped to the product line, ergonomics, design and color, and product positioning, packaging, and POP design are associated with this new brand connotation. In external publicity, from the product's promotional activities, public relations planning, advertising, all marketing activities, the entire marketing campaign, "Science and Technology Magic", "Solving the Save of Four Seas", "The new core connotation of this brand. In December 1994, Ogili launched a series of TV commercials such as "Moroccan Articles", "Arab Moroccan Articles" and started IBM's new "four-sea solution" advertising campaign to reshape IBM new Brand image. In the whispered dialogue of two old and one, a small dialogue, knowing the IBM's OS / 2WARP information, and when the heart is in the heart of OS / 2WARP, it can make the heart, the old-fashioned old woman is also a strong At the time of the charm, what happened to people unexpected - our beloved old horses also took a paging! The image of the old man has been in the TV screen, but in the end, this humorous plot is seriously serious, the atmosphere, and it is also announced to the world, even the old man will also accept the changes of the times. What's more is IBM. This advertisement can be called a model of "creative pyramid theory" practice. IX It uses a talented female as the protagonist, and seizes people's attention from visual, at the same time, quiet and elegant background music, separating the whole advertisement with other noisy television advertisements or programs. Advertising guides people to look down and enter the "interest" link, one less old two 嬷嬷 actually discuss IBM's cutting-edge technology! Next, credit link: Say the superior of OS / 2WARP with the mouth of young cultivation, "it can complete multiple tasks at the same time, and can easily connect Internet.
"With the high" desires ", it evokes people's heart desire, a thing that even wants to have, I still have any reasons to refuse? After humor, the theme of advertising "IBM, the four seas is a solution.
