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Three Paradoxes, One Image: The Worldwide System for IBM AS/400

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Randall Hensley, CEO, C3, Incorporated; Billie Harber, President, C3, Incorporated


The challenges were many—create a strong and unique identity for a new computer line, without sacrificing the primacy of IBM as a corporate brand; develop an identity program that could be used in various countries and cultures around the globe; and conve




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