| Spring 2006 | Vol I, Issue II
Increasing returns on your marketing
BRAND: Core Values Lead for a Century
well-known that strong brands reduce price sensitivity and increase
customer response. In its simplest form, brand makes life easier
for buyers – it helps people identify solutions and make decisions;
brand is assurance that what you see is what you get.
consider also the stabilizing force that brand can provide over
the lifetime of a business. For example, IBM’s origins can
be traced back to about 1896 when Herman Hollerith, an immigrant
working for the U.S. Census Bureau, realized the importance of a
new technology involving punch holes in punch cards.
founded The Tablulating Machine Company, applying the punch hole
technology to data collection. His small business later merged with
several others to become C-T-R or Computing-Tabulating-Recording
100 years ago, C-T-R's leadership created and branded the IBM company
culture as it exists to this day: well-groomed, blue-suited sales
people, generous sales incentives, and loyal company pride instilled
in every worker. C-T-R changed its name in 1924 to IBM, or International
Business Machines, to reflect the international presence it had
achieved; the company expanded exponentially straight through the
Depression while other businesses were failing.
1896, IBM’s core brand has been innovative tabulating systems.
To add new products and expand markets, IBM remained dedicated to
the brand, creating the Mark I computer during World War II, the
first vacuum tube computers in 1952, the first transistor computers
in 1959, and the programming language, FORTRAN, in 1957.
fractious, volatile computer hardware market of the late 1980s forced
IBM to retool itself. Once again it turned to the accumulated strength
of its core brand to emerge as an expert service consultancy, advising
companies on how to select and manage complex, customized networks
of computers, databases, and peripherals. Today, the internal IBM
“ThinkPlace: Innovation from within. Where inventive
ideas mature into innovative solutions that can be rapidly developed
businesses stay consistently focused on their core brand message
and values, year after year, the rewards are a rich blend of stability,
longevity, and efficient marketing investments. It pays to build
your branding thoughtfully.
Celebrates Our Clients:
Branding systems, print & web campaigns, and marketing programs
to improve our Clients' marketing ROI.
in Bloom website
JUST LAUNCHED! Re-designed Bainbridge in Bloom website continues
to win national design excellence awards year after year. Home
page interactivity features scripted animations that put butterflies
aflutter! Mouseover the butterflies when they come to rest. www.gardentour.info.
recently completed architectural lighting projects designed by Cutler-Anderson
Architects, installed in the award-winning Grace Episcopal Church.
Visit the Vanlumen website to see this spiritual, contemporary installation
characterized by clean lines and thoughtful space. www.vanlumen.com
Up: New branding program for the
Chamber of Commerce; direct mail postcards for Otto
Greule Photography; eNews monthly program for Conflict
Management Strategies; site updates for Geariety.com;
Bainbridge Youth Services ...
brandUNITY's article on "Where's the Money: Digital Media"
in WSA Newsbytes:
Bebeka Shrestha's Business & Technology article on the WAMU
name change in the Seattle Times quotes brandUNITY principal, Ann
up IN THE NEXT ISSUES of brandUNITY's
Increasing returns on your marketing
The Power of Brand: the stories you tell about your past shapes
your future. Connecting people to your business's heritage increases
warmly welcome you to our eNewsletter, Brand
Strategies: Increasing returns on your marketing programs.
Here we will explore the knowledge base of corporate branding, revealing
strategies for building your own marketing campaigns more efficiently.
or Comments? Please contact us at brandUNITY: enews@brandUNITY.com