Case Study Archives: IBM Simply Speaking

What's in a name? More than one might imagine. When naming a product or service, the challenges aren't always apparent. For example, BrandLogic helped develop the name for the IBM ViaVoice® product, "Simply Speaking," which enables people to dictate to their computer rather than type. The name in this case had to reflect not only what the product could do, but also what its limitations were, since it was the entry-level IBM product. The result had to also be "translatable" in a number of languages--a major consideration when dealing with products that are marketed globally.
    BrandLogic also developed a sub-brand brand look, print and electronic collateral and display posters. In addition, the agency produced animated Internet ads and banners on sites such as Yahoo.
    The results, "…couldn't have been better, breaking sales records and firmly establishing IBM as the leader in this exciting new technology," according to the Worldwide Communications Manager of IBM Speech Products.