ABSTRACT
IBM nearly stumbled at the precipice of the Internet Age. In the early ’90s, when the largest technology boom in history was about to take off, IBM was struggling with a host of inherited problems. IBM was then a vast global conglomerate with incompatible brand strategies, and the company’s brand value was in the doldrums. In 1993, BusinessWeek magazine’s Global Brands Survey valued IBM’s brand at just $50 million, and Fortune magazine’s cover had IBM under the headline “Dinosaurs?” Something needed to be done; IBM’s brand needed to be transformed and reignited.
