Those who follow business-to-business advertising know that IBM has a long-running campaign titled
On Demand which features the company’s ability to solve problems
and provide complex solutions continuously. Clever commercials under this umbrella campaign included a series of Help Desk vignettes. You may recall puzzled truck drivers who learned they were lost from RFID tags in their shipment. But in the name of progress, IBM is
replacing this campaign with a new slogan
Innovation that Matters. Marketing Blurb is not a creative director, nor have we reviewed the new campaign. Still, this seems the wrong approach. First, the word “innovation” is trite if not meaningless. Next, innovation that “matters” forces an explanation which the simple slogan “On Demand” already answers. Ah, well, off our soapbox.
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