ThinkPad is a solid brand. So why is Lenovo suddenly screwing up its brand relationship with customers? We all have our favorites. That’s the power of successfully building a brand. However, in an effort to grow, Lenovo is making a costly mistake. Rather than creating a distinct new sub-brand category, it is spreading the existing ThinkPad brand too thin, confusing the customer. That’s a recipe for disaster. A strong brand relationship between the company, the product and the customer is key to long-term success and growth.
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Lenovo's Thoughtless ThinkPad Brand Strategy
Posted by: Jeff Kagan August 1, 2013 05:00 AMThinkPad is a solid brand. So why is Lenovo suddenly screwing up its brand relationship with customers? We all have our favorites. That’s the power of successfully building a brand. However, in an effort to grow, Lenovo is making a costly mistake. Rather than creating a distinct new sub-brand category, it is spreading the existing ThinkPad brand too thin, confusing the customer. That’s a recipe for disaster. A strong brand relationship between the company, the product and the customer is key to long-term success and growth.