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

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.

Citation

(2004), "IBM thinks its way to better branding: Releasing the power of a dormant resource", Strategic Direction, Vol. 20 No. 9, pp. 15-17. https://doi.org/10.1108/02580540410556410