Monday, May 7, 2012

The Future of Computers = Lenovo.

Check out this article from Fast Company. Once an unlikely rival for HP and Apple, Chinese computer maker Lenovo has grown and adapted as quickly as its homeland. Now, with a savvy blend of East and West, it's poised to be China's first global brand.
At Lenovo, his challenge isn't changing consumers' perception of a brand. It's introducing a brand and having it resonate. Last spring, for its first-ever global branding campaign, Lenovo selected Saatchi & Saatchi's concept: "For Those Who Do." The slogan brings to mind Nike's "Just Do It." Just as Nike emphasized what athletes could do in its shoes, Roman says, Lenovo is spotlighting how people use its computers--"do machines," in the campaign's parlance.

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