Adding brand value to a global giant
Lenovo, North America
Lenovo, North America
When $46 billion global business, Lenovo, needed help capturing the essence of their enterprise solutions offering in North America, they turned to The Walk.
Having acquired the IBM PC division and with it the famous Think brand in 2005, Lenovo now has grown well beyond its early heritage as simply a PC provider. With a complex portfolio of market-leading products and solutions across enterprise IT from end-user devices to server infrastructure, software and services, the challenge with the Lenovo story is to leverage their position as the #1 PC company in the world, while upselling and cross selling across the entire portfolio.
It’s not often that having a reputation for being #1 needs to be overcome, but such was the dominance of the Think brand in North America, customers were overlooking the incredible value offered by Lenovo as an end-to-end solutions provider coverage business technology from the pocket to the data center. The challenge was to generate a brand value proposition that encompassed the totality of Lenovo’s product and service offering, succinctly covering technology, solutions, experience and partnerships.
The resulting value proposition concisely covered the “total technology ecosystem”, coming to life in sales and event presentations, email signatures, and collateral for internal sales teams. In addition, a smartly printed solutions guide and presentation folder aimed at C-level executives, which was also a digital download, was a classy and engaging way to bring the high level messaging across.