Page 14 - Internationalist Magazine 2015 75

FRONT

Lenovo’s CMO David Roman

Embraces a “Never Stand Still”

Brand Attitude

over 160 countries. For the past two years, Lenovo

has become the world’s largest seller of personal

computers by unit sales. David Roman used this

time of extraordinary change in business, in

markets, and in competition as a catalyst to rede ne

the Lenovo brand.

He describes his rebranding efforts as

“reinforcing a few things that were already true,

reimagining the way we express those ideas to the
L
market, and refocusing ourselves on working WITH

our customers and fans to build our future. They are

the ones who ultimately have the power to make a David Roman

brand succeed or fail.”

Roman recognized that Lenovo had to begin by
Lenovo’s Senior Vice President and Chief Marketing
selling an attitude. A few years ago, the company
Of cer David Roman believes that to stand out and
developed its rst unifying brand campaign called
build a brand in today’s Digital Age, marketers must

-- For Those Who Do. “It remains a good idea and be fearless about giving up control in exchange for

fundamentally true,” says David Roman. “We believe
driving true engagement. He’s also keenly aware that
we make products that help people do more. We
marketers must also support sales objectives and
believe our own DNA is made up of people who
nancial targets. “But,” he says, “we must do so in

simply go out and do things — take action, take entirely new ways, because our customers have truly,

risks, and take big steps forward. We did not want
dramatically, and permanently changed how they
to lose this idea or the equity we built in it. But we
interact with us, what they expect of us, and how they
knew the idea had to evolve to help us reintroduce
will react to us if we do not deliver in an authentic

the new Lenovo to our audiences. As a result, our
way on our promises to them.”
new idea became: Never Stand Still.
Lenovo, the Chinese multinational technology
David Roman asserts that Never Stand Stillisn’t a
company with headquarters in Beijing and
tagline. “It’s an attitude, an energy, a mantra, and a
Morrisville, North Carolina, has operations in

belief. We have a fundamental belief that life rewards
more than 60 countries and sells its products in
those who never stand still. We hire people who

12 the internationalist