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“Our Tools Shape Us”: Fine-Tuning Brand Perception with the Internet

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Description
AUTHOR(S):

Billie Harber, President, C3, Inc.; Randall Hensley, CEO/Creative Director, C3, Inc.; Lee Green, Director of Corporate Identity and Design, IBM; Lori Neumann, Program Manager, Corporate Identity and Design, IBM

 

This is the story of how IBM grew up on the Web. Billie Harber, Randall Hensley, Lee Green, and Lori Neumann weave an enlightening narrative, rich with examples. They explain how Big Blue uses its site to enhance perceptions of the company as accessible,

 

PUBLISHED: 1996

 

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