IBM was incorporated in New York on June 15, 1911, as the Computing-Tabulating-Recording Company. On August 12, 1981, IBM executives held a press conference to introduce a revolutionary new computer - the IBM Personal Computer, or the PC, as it became known. This computer was the culmination of years of experimentation, team brainstorming and planning at IBM.
             For the PC business to be successful, it needed to provide customers with a product that was completely original. The modern technology market was building in momentum, and any advancement in the computer industry would have to progress quickly. Apple, Tandy, and Commodore we all producing ground-breaking computers which were mostly being sold to businesses, so IBM needed to market their product to individuals, even if the ultimate goal was to compete directly with the competition.
             But IBM struggled, and in 1993, their annual loss hit $8 billion. The financial hit was so disastrous that IBM had to borrow money to make payroll. With the resignation of CEO John Akers, IBM brought in Lou Gerstner to take on his role. Gerstner had been the CEO of RJR Nabisco but he was a newcomer to the information technology field. Gerstner led the way to develop a single product design as he ridged cost-cutting and improved customer relations. It is accurate to say that he was responsible for initiating the rebirth of IBM's brand image as something contemporary, innovative, and approachable. Soon, IBM began selling the ThinkPad 700C Notebook Computer, a system that defied convention, created excitement across the industry, and was a resounding business success. Suddenly, a company once embroiled in financial and brand image problems was considered a business that produced a product that exhibited the height of charisma, speed, beauty, hard-nosed practicality, and grace.
             A new corporate direction initiated the rebirth of IBM's brand image and their product's unique design and function hel...