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Hitwise Intelligence - Bill Tancer - North America

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Lenovo and IBM: From Columbia Business School/Corante Conference

June 09, 2006

Before my panel discussion this morning, I sat in on a very interesting speech by Deepak Advani, Lenovo's CMO at the Innovative Marketing Conference sponsored by Corante and the Columbia School for Business. During the speech, Deepak described how his company was building the Lenovo brand and differentiating from the IBM brand which has associations with higher ticket enterprise server solutions.

So how is the Lenovo brand doing? Is Lenovo successful in their brand building exercise? I thought this was a great opportunity to demonstrate how Hitwise search term data (10MM internet users in the US) can provide excellent insight into brand equity. Deepak this one's for you:

As we can see from the chart above, starting this past holiday season, Lenova is beginning to build brand equity and should pass IBM in quick order.

Tweet Posted by Bill Tancer at 05:14 PM | (1) | (3)

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• Coverage from the 2006 Innovative marketing Conference (Emergence Marketing)
  While wearing the many different hats of MC, coordinator, wifi guy, podcast traffic cop, and many others at the 2006 Innovative Marketing Conference, I was not able to take good notes of the great discussions that took place at the... [Read More]
• 2006 Innovative Marketing Conference coverage (Corante Blog)
  While wearing the many different hats of MC, coordinator, wifi guy, podcast traffic cop, and many others at the 2006 Innovative Marketing Conference, I was not able to take good notes of the great discussions that took place at the conference. Thankful... [Read More]
• 2006 Innovative Marketing Conference coverage (Innovative Marketing Conference)
  While wearing the many different hats of MC, coordinator, wifi guy, podcast traffic cop, and many others at the 2006 Innovative Marketing Conference, I was not able to take good notes of the great discussions that took place at the... [Read More]

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