Wednesday, March 11, 2015

Branding 101: Avoid "We Want To Suck Your Wallet Dry"

In the mid-90s, I was on the IBM account at Ogilvy & Mather, during the period at which IBM’s brand went through a massive transformation. Worldwide, IBM fired all its agencies and gave the entire business to Ogilvy. The brand went from arrogant to approachable. The phrase we used internally was

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