RE: AS/400 rebrand

IBM just doesn't pay attention I guess.  Who on earth advertises "Here's 
what we sell. Pick one".  GM never advertises the company, neither does 
Ligget & Myers, or Ford, or Kellogg, or Microsoft.  They always advertise 
a product.  This is pretty basic stuff from Advertising 101 in any 
business school.  For IBM to be getting it wrong smacks of conceit or 
hubris (pick one).

What especially amazes me is that Lou G. is from a tobacco company and 
they have understood that for years.  There's a long list of reasons for 
advertising brands but I'll throw out one major reason:  How much you 
wanna bet that Firestone wishes their tires had great big white letters 
saying anything else but "Firestone"?

_______________________
Booth Martin
Booth@MartinVT.com
http://www.MartinVT.com
_______________________




"Stone, Brad V (TC)" <bvstone@taylorcorp.com>
Sent by: owner-midrange-l@midrange.com
09/27/2000 11:30 AM
Please respond to MIDRANGE-L

 
        To:     "'MIDRANGE-L@midrange.com'" <MIDRANGE-L@midrange.com>
        cc: 
        Subject:        RE: AS/400 rebrand

I talked with some IBMers and they said "no... it's not being renamed, the
machines are not being consolodated...etc... etc...  "

The only consolodatin, according to them, is advertising all their 
machines
together as a "you pick which is best for you" type of deal.

> -----Original Message-----
> From: nina jones [mailto:ddi@datadesigninc.com]
> Sent: Wednesday, September 27, 2000 8:32 AM
> To: MIDRANGE-L@midrange.com
> Subject: Re: AS/400 rebrand
> 
> 
> > I have just heard from an IBM'er a confirmation on the rebrand from
> > AS/400 to I/400 or I/500. Even that the front covers changes too and
> > that you can 'upgrade' your cover.
> 
> 
> i heard that it was marketing driven, pure and simple.  the as/400 has
> been out for 12 years and it needed a new name.  like the 'new coke'. 
> 
> the person that told me this, when asked if i thought it was a good
> idea, paused for a very long time and said 'they don't pay me 
> to think'.
> 
> nj
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