Laura Ries is going to tear this one up. It won’t be pretty.
New ThinkPad Is All Work, and Some Play
THE Subaru Corvette … the Green Bay Dolphins … the Microsoft iPod.
There’s no getting around it: sometimes, a company’s name just seems like part of its product name, and anything else just sounds weird. Take, for example, the I.B.M. ThinkPad. Since I.B.M. sold off its entire Think division last May, the laptop line should logically be called the Lenovo ThinkPad.
Yet even Lenovo is torn about that name. Take its new Z-Series laptops: on one hand, a letter to reviewers begs, "Please ensure that you give proper attribution to Lenovo. …Do not refer to products as ‘I.B.M.’ … Use ‘Lenovo ThinkPad.’ " On the other hand, the laptops themselves are stamped with large, colorful I.B.M. logos, molded into the plastic of both the lid and the keyboard deck – and the word Lenovo doesn’t appear anywhere.
Can you say "identity crisis"?