1. 63rd WORLD NEWSPAPER CONGRESS
Session: Branding
Title: Building a Next Generation
Speaker: Jeff Shafer
Mark your calendar
64th WORLD NEWSPAPER CONGRESS
19th WORLD EDITORS FORUM
Vienna, Reed Messe Wien
www.wan-ifra.org/kiev2012

2. Building a Next Generation
Global Brand
Jeff Shafer
VP, Global Corporate Communications

5. Lenovo is…
A $21B technology
company with 27,000
people in 100+ countries
and customers
in 160+ countries.
4© 2011 Lenovo Confidential. All rights reserved.

6. We Make PCs, Tablets, etc…
“Sleekly
“This designed,
beautifully “A product
thoughtful ThinkPad
constructed” strategy focused
is
on game-
a near-perfect
machine.”
IdeaPad changing plays.”
U260
5© 2011 Lenovo Confidential. All rights reserved.

7. Our unique heritage…
6 © 2011 Lenovo Confidential. All rights reserved.

8. How big are we?
As big as…
Bigger than…
Based on FY 2010-11 Revenue
7 © 2011 Lenovo Confidential. All rights reserved.

9. But the business is ahead of the brand
US GERMANY JAPAN RUSSIA INDIA BRAZIL MEXICO
1 59% 42% 34% 54% 57% 53% 70%
2 55% 39% 28% 45% 57% 50% 47%
3 51% 38% 24% 33% 33% 35% 38%
4 27% 31% 22% 28% 29% 33% 38%
5 Toshiba 27%HP 29%Apple 18%Sony 27%Acer 27%Positivo 24%Apple 32%
6 Acer 25%Samsung 27%Toshiba 14%Apple 24%HCL 24%Acer 22%Acer 31%
7 Asus 12%Asus 25%HP 9%Toshiba 18%Compaq 19%LG 18%Compaq 24%
8 Compaq 7%Toshiba 15% 8% 13%Apple 17%Toshiba 15% 12%
9 7%Medion 12% Dell 12%Samsung 14% 12%Samsung 9%
10 8% LG 3% Samsung 12%LG 8%
8© 2011 Lenovo Confidential. All rights reserved.

10. “...a change in forces powering global technology.”
−Financial Times
 More competitors, new competitors
 Convergence and new technologies transforming the industry
 Customers and enterprises have more choices
9© 2011 Lenovo Confidential. All rights reserved.

11. We must build a POWER BRAND
10© 2011 Lenovo Confidential. All rights reserved.

12. Three Principles of a Power Brand
11© 2011 Lenovo Confidential. All rights reserved.

13. How do you start?
POWER
Audience BRANDS
Products Company
12© 2011 Lenovo Confidential. All rights reserved.

14. Looking at the Audience: The “Net Generation”
• 16 to 35-year-olds
• Defining global consumer culture
• A growing force in the world economy
• The new ‘scrutinizers’; used to being marketed to
• It’s where the money is
• Tomorrow’s workforce
• The “Arbiters of Cool”
13© 2011 Lenovo Confidential. All rights reserved.
Creative, Optimistic >

15. Look at our Company.
 Highly networked, polycentric & diverse
 Uniquely flexible
 Redefining “global”
“A next generation
global enterprise…”
14© 2011 Lenovo Confidential. All rights reserved.

16. Look at our Products
“Sleekly
“This designed,
beautifully “A product
thoughtful
constructed” strategy focused
ThinkPad is
on game-
a near-perfect
machine.”
IdeaPad changing plays.”
U260
15© 2011 Lenovo Confidential. All rights reserved.

17. Play Anthem video here

18. © 2011 Lenovo Confidential. All rights reserved.

19. We Make

24. ADVERTISING
PACKAGING & EXPERIENCE
CORPORATE ID
LENOVO SALES PEOPLE
RETAIL START-UP SCREEN
SERVICE WEB
DATA SHEETS
EVENTS
PRODUCT DESIGN / FEATURES
PUBLIC RELATIONS
EMPLOYEE HIRING

25. In summary….
 Power brands: Balance, simplify, WOW
 Customer, company & product intersection
 Align brand around all “touch points”
 Dare to look and be different
24© 2011 Lenovo Confidential. All rights reserved.