How Lenovo expanded its offerings and global presence — and modernized its image to match

Chinese PC purveyor Lenovo isn't just in the PC business these days, nor is it perceived as exclusively a Chinese brand. Over the past few years, Lenovo has expanded not only its product offerings (including the much-hyped Magic Watch with projection capabilities), but also its global presence. Several key purchases along the way — including 2005's IBM PC buy, and 2014's Motorola acquisition — have helped cement Lenovo as a key global tech player

Now, number three in smartphones in addition to the world's leading maker of PCs, Lenovo has modernized its image to match its diverse offerings and reach. Via a 2015 rebrand spearheaded by CMO David Roman, Lenovo's logo was retooled, and a new palette of colors was introduced. This is just one of the many tactics Roman, who joined the team in 2010, has employed to craft the company's image and help the brand grow and redefine itself in the process. Read more...