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IBM thinks its way to better branding Releasing the power of a dormant resource

IBM thinks its way to better branding Releasing the power of a dormant resource Consider, judge, believe, exercise the mind to make a decision, focus attention, and be capable of conscious thought. All good, solid, reliable words or phrases which any business organization would want in its lexicon, whether to encourage employees to be conscious of their responsibilities or to persuade customers that they will be dealing with a company who cares for quality. And they’re all a definition of the word “think”. What a pity, it must have crossed some entrepreneur’s mind, that you have to share this useful word with the entire English‐speaking world and you can’t patent it for your own exclusive use. Of course you can use it in a brand name, or a slogan, or an advertising strategy and maybe make a common and humble five‐letter word a multi‐million dollar asset. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Strategic Direction Emerald Publishing

IBM thinks its way to better branding Releasing the power of a dormant resource

Strategic Direction , Volume 20 (9): 3 – Sep 1, 2004

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0258-0543
DOI
10.1108/02580540410556410
Publisher site
See Article on Publisher Site

Abstract

Consider, judge, believe, exercise the mind to make a decision, focus attention, and be capable of conscious thought. All good, solid, reliable words or phrases which any business organization would want in its lexicon, whether to encourage employees to be conscious of their responsibilities or to persuade customers that they will be dealing with a company who cares for quality. And they’re all a definition of the word “think”. What a pity, it must have crossed some entrepreneur’s mind, that you have to share this useful word with the entire English‐speaking world and you can’t patent it for your own exclusive use. Of course you can use it in a brand name, or a slogan, or an advertising strategy and maybe make a common and humble five‐letter word a multi‐million dollar asset.

Journal

Strategic DirectionEmerald Publishing

Published: Sep 1, 2004

Keywords: Brand awareness; Brand extensions; Computer industry; Action research

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