IBM Brand Equity Restoration Advertising Solution

IBM Brand Equity Restoration and Advertising Evolution

During the 1970s and ’80s, IBM was one of the most successful companies in the world. The company had experienced strong growth in both revenue and profits and had a virtual stranglehold on the market for mainframe computers. In the 1990s, IBM had fallen behind in technology as its executives struggled to evolve the business.

Around 1993, they consolidated all advertising with Ogilvy & Mather. Read the story and see some of the advertising creative that helped turn IBM into a bigger powerhouse.

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TV Commercials:

Nuns

Supermarket

Pixie Dust

Grandma Help Desk

Catapult

Growth

This case was written by Marketing Professor Michele Greenwald for use in the text book Advertising and Promotion: An Integrated Marketing Communications Perspective – 7th edition by George E. Belch and Michael A. Belch. It was published by McGraw Hill. It was compiled from published sources and interviews with executives at IBM and Ogilvy & Mather and is posted here with permission from all above parties. AEF is grateful to IBM for making this possible.

Case Histories

Overview

"Our future marketing and advertising leaders are not just looking for a job, they are looking for a meaningful career that will make a positive impact on society."

— Gord McLean, President and CEO at ANA Educational Foundation