“We see solutions marketing as an extension of our brand. IBM has been doing solutions marketing for a very long time, defining a solution as when we're able to bring many parts of our portfolio together, including hardware, software and some element of services. What's happened recently is that "Smarter Planet' has provided a platform to express how IBM applies solutions not only to technology problems or business problems but to global problems.”
“When we looked at the segments we serve—government and enterprise—part of the activation of our brand purpose and promise is through solutions, not specific products. We thought it was important to include "Solutions' as part of our name. We began migrating from traditional marketing roles to creating a team that is more focused on how to weave products and services together to create solutions for a segment.”
“Building off its award-winning "Human Element' campaign, Dow was looking for a way to reintroduce the transformed Dow to the public. The company has evolved from a chemical company to a global solutions provider in areas ranging from energy to agriculture. The "Human Element' was about Dow's role and the role chemistry plays in bringing about global solutions at the broadest possible level. So that in that context, we have been doing solutions marketing since that campaign launched in 2006.”