Penetrating new markets and changing perceptions for IBM.

With the perception of being too costly, too slow and too conventional, IBM maintained a weak mind share and a negative brand image among progressive dot coms and start up entrepreneurs.

Re-brand, re-launch and re-position the IBM NetGen group to change these perceptions.

Utilize proprietary research supplied by brand lead agency Ogilvy, to extract the tenets of attributes necessary to reposition “big Blue.”

Develop the name "Blue Velocity" for this IBM initiative.

Create a new look and feel for this market, one that was unique, but at the same time paid homage to the IBM established brand.

Position IBM as leaner, faster and more progressive. Put IBM in touch with the needs of these smaller businesses — in a believable way.

Launch a series of collateral and interactive pieces translating the positioning into a "visual signature" with product offerings relevant to this market.

Large inroads were made in the market, and IBM is accepted as a primary solutions provider for gen2 and start-ups.

Daniels and Roberts has enjoyed a working relationship with IBM for 18 years.