World Association of Newspapers and News Publishers

Watch out, Apple - Lenovo is coming!

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

Watch out, Apple - Lenovo is coming!

At Thursday's Congress session on branding, Shafer says not many people are aware that Lenovo is now the second-largest PC maker in the world and is entering the tablets arena. Lenovo is a US$21 billion revenue company originating from China.

Very few people know that because the company is just starting to build a message for the mass market and convey the value of its brand. And Lenovo’s question for the future is how it can build an image that makes it stand out in the electronic business.

“To build a powerful brand, it takes efforts to balance the short-term financial needs and the longer view of building a true affinity with customers. You need to simplify your message. What is it that will catch people’s attention and will create a differentiation?“ asks Shafer.

“We believe is that our characteristic is to make things happen. Hence, our communication is ‘Lenovo is for those who do’. We take the radically opposite direction of the Apple communication, which is centered on a device, a product. We present our products in action and how they are used by people.” You have to align this message around all possible touch points, continues Shafer, including the company's employees around the world, the ad campaigns – even to the way your people answer the phone.

“Advertising is what everybody sees. Everything has to reflect the brand, but don’t forget your employees. They have to believe in their company.”

Lenovo dares to look and act different, and that’s a brand building case worth following in the future.

Wnc branding jeff_shafer
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Valérie Arnould's picture

Valérie Arnould


2011-10-13 20:32

Author information

The 71st World News Media Congress, the 26th World Editors Forum and the 3rd Women in News Summit took place from 1 - 3 June 2019 in Glasgow, Scotland.

In this blog, WAN-IFRA provides previews, interviews, summaries of the presentations and other useful information about the Congress.

Participants were also very active on Twitter throughout the event under the hashtag #wnmc19.

In 2011 the newspaper world gathered in Vienna, Austria for IFRA Expo 2011, 63rd World Newspaper Congress and 18th World Editors Forum.

This is the event's live blog.

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