RE: e-server/i-series

["jt" <jt@xxxxxx>]

Tom,

My first take is pretty much the same as yours and John Kennedy's.

However, it would cost $100K to $150K for a one-page ad to run one time (in
either WSJ or USA Today).  And it would take a very well organized group to
accomplish a project like this.

And, IMO, the main problem with this approach is that it would only serve to
embarrass IBM and make them extremely angry.  So _it doesn't even matter
whether the comments are justified or not_, an ad probably won't get the
desired results.  And more than likely, it will get the _exact opposite_
results than what were intended.

jt



-----Original Message-----
From: Tom Daly
Sent: Tuesday, October 03, 2000 10:32 AM
Subject: e-server/i-series


I hate to be too quick to judge, but my first take on all of this
rebranding: 'they actually pay people to come up with this?'!

It seems ill advised to spend all this money just to get people to use a new
name.  _Especially_ when there really is nothing new.  Had there been
something new, I might think differently.  Some substantive reason to use a
new name.  A rose is a rose is a rose, after all.

Why not put the cash to work pointing out how IBM technology is better than
(let's say) Wintel?  Hmmm, IBM?  Quit running Intel Inside ads and run ads
for IBM technology.  Don't you want to sell your technology?  Or maybe you'd
rather ramp up your sales of your competitors technology while you charge
higher and higher prices on fewer and fewer sales of your technology?


A while ago there was talk on this list of placing an ad in the WSJ.  The
time is now.


Tom

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