IBM is a multinational technology corporation headquartered in Endicott, New York. One of the world’s
largest employers, IBM had over 345,000 employees in 2020.
IBM produces and sells computer hardware, middleware and software; provides hosting and consulting services
in areas ranging from mainframe computers to nanotechnology; and is a major research organization.
Daniels + Roberts has been working with IBM’s marketers for over 25 years.
Marketing programs have included sub-branding, content development, experiential, interactive training and sales tools, direct marketing, publishing, online initiatives, video, collateral, white papers, application briefs, case studies and research papers.
A perception management and positioning project provides a good example. IBM has the perception of being too costly, too slow and too conventional. They’ve maintained a weak mind share and negative brand image among progressive start-up entrepreneurs. D+R was engaged to re-brand, re-launch and re-position IBM to this segment — to change these perceptions.
After extensive qualitative analysis, through in-depth Interviews, we developed a new look and feel — unique, but reverent to the IBM brand. We positioned IBM as leaner, faster and more progressive, in touch with the needs of smaller businesses. A series of collateral and interactive pieces translated the positioning into a “visual signature” with product offerings relevant to this market. We also developed the name and visual lexicon for “Blue Velocity”.
But that’s just one of the many times we’ve teamed up with IBM. Some of the other products and solutions we’ve focused on:
Netfinity Program
ALL Netfinity 1000-8500R servers, Linux XSeries; Netfinity Server Proven Program; Enterprise Storage Planning Solutions; TurboLinux Server; AS/400
(renamed System I); RISC System/6000 Servers (renamed System P)
Blue Velocity
IBM eServer pSeries, xSeries, xSeries Linux Servers, iSeries, zSeries; Total Storage Series; Tivoli Web Management Solutions; WebSphere, Service Provider Edition (plus WebSphere products); DB2 Everyplace Solutions; ASP Prime Expansion; Hosting Advantage Expansion; Incubator Program; Going Global Program; Quicklaunch; Going Global Services
Product Developmental Software and Solutions
CATIA (V5.7 and catalog)
CATIA Heat Program;ENOVIApm and vpm
Voice
VoiceType Dictation and SimplySpeaking (legal and medical); ViaVoice; WebSphere Voice Server; Voice Response/Toolkit
Pervasive and Wireless
IBM Product Manager; IBM Wireless LAN (hospitals); IBM 5252 Express Adapter; WebSphere Everyplace Suite (application in Telecom Wireless); ASP Prime for Developers; Lotus Mobile Office; Telco Service Providers; Unified Communications (cross industry)
On Demand Program
WebSphere, Lotus, DB2, IBM storage and server products: Mobile Office Hosting; RFID; Global Small Business; Digital Content (M&E); Enterprise Asset Management; Green Global (Automobile market); Health Integration Framework; Banking with System z servers
Innovation Program
WebSphere, DB2 and servers; RFID Asset Tracking; Intelligent Utilities Network; Online Gaming/M&E and New Media; Emerging Business; Media &
Entertainment/Digital Content/Animation; IT Security (banks and health care); Business Continuity/Disaster Recovery
Smart Planet Marketing Program
This is a mix of IBM products/services, in combination with partner solutions. Solutions based on WebSphere, Power Systems and DB2; Energy & Utilities: Wind energy, smart metering, IUN, Smart Grid; Telecom Solutions Lab; POWER7 and IBM Storage for smart banking; IBM Power
Systems (I-tron smart grid applications); Tivoli (Geospatially
enabled EAM); IBM Solution Workbench (iRise visualizations); IBM Long Term File System (digital workflow); Public Safety Solution; Intelligent Transportation Systems; Real-Time Analytics; Customer Operations Transformation; Oracle/Telco Solutions
IBM Center for the Business of Government
This think tank produces and disseminates “thought leadership that focuses on public management issues facing government executives at all
levels”. The center connects public management research to practice, to improve government effectiveness and performance. It does this by funding
independent third-party research, publishing a bi-annual magazine, producing a weekly radio interview program, convening discussions with practitioners and academics, and hosting forums and various blogs and other online content.
