Big Blue today kicked off a new branding campaign by marketing the IBM brand name on its customers' products, a blue-and-white striped logo in the shape of a peeled-back flag that reads "IBM Technology."
IBM wants to make sure consumers know when its technology is used in other companies' products from video game consoles to television set-top boxes, cell phones and digital cameras.
IBM is not the first high-tech company to use its logo to sell its brand name. A few years ago, leading computer chip maker Intel launched its own branding campaign with the "Intel Inside" logo and a distinctive jingle, which catapulted Intel to one of the most recognizable brands in the world.
The IBM campaign marks the first time the world's largest computer maker that has used its brand name to sell its technology on other manufacturers' consumer products.
The first product to carry the IBM logo will be Nintendo’s GameCube gaming system that launches in Japan today.