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Design Management Journal, Vol. 6, No. 1, Winter 1995


Three Paradoxes, One Image: The Worldwide System for IBM AS/400

By Randall Hensley, CEO, C3 Inc.; Billie Harber, President, C3 Inc.

The challenges were many: create a strong and unique identity for a new computer line without sacrificing the primacy of IBM as a corporate brand; develop an identity program that could be used in various countries and cultures around the globe; and convey notions such as "enduring," "dependable," and "reassuring" while simultaneously getting across ideas such as "flexible" and "dynamic." In this fascinating case study, Randall Hensley and Billie Harber explain how they and other experts worked together to make it all happen.

Keywords: Brands, Computers/Software, Corporate Identity, Case Study or Method, Marketing Strategy, Corporate Identity/Voice

ORDER This article is available in the special DMI reprint format for $3.50. The order number is: 9561HEN64. Just use your mouse to copy this number, hit the order button and paste it into the form.

This document was last updated January 7, 1997.

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