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Unformatted text preview: with the potential for regional application. Over a decade ago, Lou Gertsner, IBMs former CEO, commissioned a study revealing that the IBM brand meant many different things to different people around the globe. To correct this, the decision was made to consolidate company advertising efforts under a single agency to strengthen the brand. The overall continuity of IBMs global network, consisting of employees, research facilities and offices around the globe, also helps create a cohesive brand message that reaches consumers worldwide. Because of IBMs global 11 outreach, companies around the world are able to streamline their IT operations, improve communications, and thereby enhance corporate performance....
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- Spring '08