FW: IBM's use of eServer brand to be challenged

["Bull, Jeff" <BullJ1@xxxxxxxxxxxxxxxx>]

> -----Original Message-----
> From: Bull, Jeff 
> Sent: Friday, October 06, 2000 8:20 PM
> To:   'ehurley@techtarget.com'
> Subject:      IBM's use of eServer brand to be challenged 
> 
> Hi Edward,
>       I think IBM must be mad to change the name of such well known
> products as the AS/400, RS/600 etc; and to spend so little care as to
> choose a name that could infringe a trademark is doubley stupid.  I can't
> believe that BMW would rebrand the Rolls Royce's to BMW or anything else,
> no more than Ford would change their car make name to Lemon.  Sure
> 'eServer' is pretty catchy, but so is influenza.
>       The only rebranding needed in IBM is on the foreheads of the
> executives that hatched this misbegotten scheme . . . 'I am a nurd'.
>       The only question that really needs to be answered is, "Will IBM
> sell enough extra hardware as a result of the rebranding to pay for its
> marketing budget and ensuing legal costs?".  Somehow I doubt it;
> businesses who would buy from IBM in the normal course of events I'm sure
> will still do so; can anyone be so naive as to buy a computer, car or even
> a soap powder because they like the name?
>       IBM - Incredibly Bad Marketing.
> 
> Kind regards,
> Jeff Bull.
> Senior AS/400 Support Consultant (AS/400)
> Midas Kapiti International Ltd
> 
> Tel:  44 (0) 175 370 8224
> Fax:  44 (0) 175 357 0233
> Mailto:Jeff.Bull@Midas-Kapiti.Com  << == Replies to 
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