Branding Big Blue

Elkin, Tobi
February 2000
Advertising Age;2/28/2000, Vol. 71 Issue 9, p42
Trade Publication
This article looks at the electronic business or e-business side of International Business Machines (IBM). IBM put e-business on the map, and the company's reputation is riding on its ability to practice the discipline it sells so hard. Since IBM popularized the term e-business, the catchphrase has been appropriated by rivals large and small. While e-business remains the IBM single, overriding marketing strategy, its Olympic Games sponsorship signifies another linchpin in its overall marketing mix. The 2000 Summer Games in Sydney, Australia marks the last Olympics sponsorship by IBM.


Related Articles

  • IBM pushes worldwide Internet commerce. Nelson, Matthew // InfoWorld;12/07/98, Vol. 20 Issue 49, p68 

    Reports on International Business Machines Corp.'s enhancements to its Net.Commerce system. Preview technology for Net.Commerce system and for CyberAuction and Hotmedia systems; Provision of transaction information.

  • Customer service: IBM's Centers for Innovation address clients' Web needs. Elkin, Tobi // Advertising Age;2/28/2000, Vol. 71 Issue 9, p42 

    Presents an interview with Abby Kohnstamm, chief architect of electronic business (e-business) marketing and keeper of IBM Corporation's Brand Blue. Characterization of IBM marketing and outreach to dot-com companies; Services that can be offered by IBM to new dot-com companies; Justification...

  • A Matter of Timing. Applebaum, Michael // Brandweek;7/10/2006, Vol. 47 Issue 27, p22 

    This article deals with the increasing presence of marketers on the Internet in 2006. As a result, the industry is starting to develop new metrics to reflect the quality of the online experience. Two of the most commonly measured variables are timers and paths. The definition of success, of...

  • Marketers Find Search Ads Pay Off Beyond Online Sales. Morrissey, Brian // Adweek;3/14/2005, Vol. 46 Issue 11, p12 

    The article reports that as marketers realize that consumers use search at all levels of the buying cycle, they are starting to use search ads to drive store visits and brand awareness, while integrating those campaigns with their traditional marketing efforts. Marketers spent 4 billion dollar...

  • Three Digital Marketing Megatrends for 2015. Friedlein, Ashley // Marketing Week (Online Edition);1/19/2015, p1 

    The article discusses the digital marketing megatrends for 2015. Topics discussed include development of creativity and design in digital marketing and ecommerce, marketing as a Service (MaaS) that combines marketing automation software with content creation and campaign management, and brief...

  • THE UPS AND DOWNS OF USING 'STACK' SYSTEMS. LIEB, REBECCA // Advertising Age;4/9/2012, Vol. 83 Issue 15, Special section pc-1 

    The article discusses advertisers' choice of vendors for digital marketing. It assesses the advantages and disadvantages of using "stack" vendors such as IBM, Adobe, and AppNexus that integrate multiple functions such as ad buying, Internet search optimization, and inventory management into a...

  • IBM Accents Digital Marketing at Amplify 2015. Taft, Darryl K. // eWeek;5/18/2015, p1 

    Information about the computer hardware firm International Business Machines (IBM) Amplify 2015 conference is presented. Topics include importance of digital marketing, need to move from business-to-business (B2B) to customer-to-business (C2B) relationships, introduction of Journey Analytics and...

  • Top 25 newsmakers: Abby Kohnstamm, senior VP-marketing, IBM Corp. Maddox, Kate // B to B;6/13/2005, Vol. 90 Issue 7, p32 

    The article reports that Abby Kohnstamm, who joined International Business Machines Corp. (IBM) in 1993 and worked her way up the corporate marketing ranks, became the company's first female senior vice president in 2000, with overall responsibility for global marketing operations. In October...

  • Big Blue's big push on the Internet. Whitestone, Randy // Inter@ctive Week;10/14/97, Vol. 3 Issue 21, p71 

    Presents information on the products which International Business Machines (IBM) released in September 1996, aimed at Internet commerce. Components of CommercePoint product family; When IBM established its Internet division.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics