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What does IBM want us to do?

IBM is confusing me.

The company's recent "Stop Talking. Start Doing" campaign staked out an action-oriented positioning to appeal to business managers who've grown tired of new- age consultant blather and instead want to see real results.

Now IBM is running a new print campaign under the banner of "Think." Admittedly, the campaign has a different focus -- i.e., how to create a smarter planet by solving the climate, financial and energy issues that bedevil us. But wouldn't "stop talking / start doing" have applied to this as well? It seems to be what the world needs to do: act...now.

Which idea am I supposed to believe about the IBM brand? Is it the company we turn to for thought-provoking ideas or the company with the know-how to make innovation work?

The latter seems more in step with the times.

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