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Brand Equity Restoration and Advertising Evolution

IBM Case History


During the 1970s and '80s, IBM was one of the most successful companies in the world. The company had experienced strong growth in both revenue and profits and had a virtual stranglehold on the market for mainframe computers. In the 1990s, IBM had fallen behind in technology as its executives struggled to evolve the business.

Around 1993, they consolidated all advertising with Ogilvy & Mather. Read the story and see some of the advertising creative that helped turn IBM into a bigger powerhouse.

Read the IBM Case History >>

Creative - click on each image to view ads
Nuns Supermarket
Pixie Dust Grandma
Catapult Growth

This case was written by Marketing Professor Michele Greenwald for use in the text book Advertising and Promotion: An Integrated Marketing Communications Perspective – 7th edition by George E. Belch and Michael A. Belch.  It was published by McGraw Hill.  It was compiled from published sources and interviews with executives at IBM and Ogilvy & Mather and is posted here with permission from all above parties.  AEF is grateful to IBM for making this possible.

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