And then there was one H-P

Article Abstract:

Hewlett-Packard Co has launched a new advertising campaign built around the theme 'Invent' to unify its image. Supported by a $200 million budget, the campaign is aimed at both businesses and consumers. The television advertisements are designed to show that H-P products can empower businesses and can make difference in daily life. H-P decided to focus on 'invent' rather than 'Internet' to communicate something that is 'unique and ownable.'

Advertising, Hewlett-Packard Co.

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Building a new Big Blue: IBM's makeover to a company with soul shows businesses can re-brand

Article Abstract:

International Business Machine Corp's (IBM) successful brand turnaround during CEO Lou Gerstner's term is considered by many analysts as the greatest marketing achievement in the 1990s. This success to helped IBM have a brand valued at $44 billion in Jun 1999, which accounted for 27.6% of its $158 billion market capitalization. A major factor in the change of image was the consolidation of global advertising in May 1994 under Ogilvy and Mather.

International Business Machines Corp.

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IBM's e-ads compute with consumers

Article Abstract:

International Business Machines Corp's (IBM) market success can be traced to its effective use of advertising. After coining the term 'e-business' to define itself as a technology solutions provider in 1997, IBM has launched several advertising campaigns under a consolidated account with Ogilvy and Mather. A weekly poll showed that 30% of surveyed people liked the company's latest commercials 'a lot.'

International Busienss Machines Corp.

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