Big Blue, Big Government and the religion of Green….

The San Antonio American Marketing Association Chapter continued its stellar programming line-up for the year with a visit from one of the top brass in the tech Marketing world. The presentation was an interesting opportunity for insight into the direction of American business and its odd “friends with benefits” type of relationship with global and national politics
It’s a movement trying to sweep the world. It’s focused on Healthcare, Energy, and Education. It started to take hold 2 years ago in the form of a Strategic Planning task force established by the CEO, and it is all about CHANGE. Something we all can support and a global initiative from IBM. Most aptly stated by a recent presidential candidate, it is “something we all can believe in.” Big Blue. It’s IBM. They are one of the lost historical icons of American Business, Technology and efficiency and they’ve had an identity crisis since bailing somewhat clumsily on the personal computer market years ago. It seems, based on a talk given by Rhonni Vazquez,
VP of Marketing–Global Communications Sector, that IBM is no longer Big Blue going after Big Business. Instead, it’s Big Green going after Big Government.
While the stated purpose of the campaign by Ms. Vazquez was to reach out to corporate CEO’s with “Smart Technology”, it begs the question why an international campaign touting almost identical objectives to the new President would be launched during the popular NFL playoffs. The same playoffs that are known to be some of the best broad reach marketing available in the United States to consumers. With so many less expensive ways to reach out to the few thousand top decision makers on such issues across the nation, it feels more like a political campaign trying to convert the beer drinking masses. As the Earth in all its green splendor spins on screen and promises Healthcare for everyone(even if you’re in another country), efficient energy systems, and “Smarter People, Much Smarter,” It’s a populist message fulfilled through government spending. And IBM is selling it hook, line, and sinker.
So, for those with IBM stock it seems a good play by IBM leadership to recognize where the trillions of government spending are going regardless of economic sense. They are turning their back on good old fashioned business building through technology and going for the quick “political” buck. To those hoping for Corporate America to stand up and create the next technology and knowledge revolution that puts the United States front and center again, you’re going to have to wait until after Congress finishes printing “free” money that doesn’t exist.
As a final sign off to the question of whether this truly brilliant IBM advertising campaign was a political stage grab for future dollars from National, State, and City governments or a business to business communication in a poorly selected consumer medium; the response was a bit unsettling in a business world where politics really shouldn’t matter. Ms. Vazquez stated, “Absolutely not, it’s not. I’m sure all of these leaders voted Republican,” but she lightly continues, “don’t quote me on that.” Then, as an afterthought, “And, Samuel Palmisano, (CEO of IBM) did meet with President-Elect Obama last week.” Regardless of party, we can all wish that it was back to business as usual with job development and smart, profitable decisions at its center. But as another corporate entity from the technology world falls in to the socialist and global government line with others in the financial and transportation sectors, the American people get to decide if it really is, “Something we can believe in?”