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Smarter Planet, Even Smarter Brand Alignment

Posted by Chris Neal on Thu, Mar 11, 2010

On a recent trip to the west coast, I made the grand tour between Seattle, San Francisco and LA. The schedule was hectic, the meetings diverse and I got to stay an extra day in LA because I was denied boarding on an oversold flight. (Always remember to have a seat assignment for the last flight of the day). But my free day in LA gave me time to think about the common threads I heard.

There is a general awareness that both brand messages and solutions architecturesSmarter Planet need updating. The business climate is substantially different now and infrastructure vendors like IBM, Microsoft and HP are quickly coming to the realization that the old messages and positioning just will not work in this environment.  The recent emphasis IBM has been placing on their Smarter Planet brand with everything from their EPCOT exhibit at Disney to the educational videos of Mad Scientist John Cohn all show how IBM is tackling some of the world's most challenging problems from the global water shortage to the energy crisis. IBM is branding themselves as part of the solution to fix the infrastructure for a better tomorrow. They are a great example of aligning their brand for the business issues of today and the infrastructure of tomorrow on a global scale.

HP is another very good example with their Converged Infrastructure brand, demonstrating they build the infrastructure for today to be ready for tomorrow. Efforts from both of these companies truly underscores the importance of this change. I expect we will continue to see this new brand alignment have a significant impact on web site design, online advertising and go-to-market strategies, as well as these vendors making significant incremental investments in all three of these areas throughout 2010.

Watch our "Inside Out Branding" webinar from Rich Schreuer, SVP of Chadwick Martin Bailey.  Rich gives an encore presentation from IIR's The Market Research Event about "Inside Out Branding" and what you can do to "Avoid the Brand Death Spiral."

Topics: technology research, Consumer Pulse, brand health and positioning