Lenovo CMO David Roman on the Secrets Behind Its Brand Transformation

How the Chinese Electronics Manufacturer Became One of the Most Innovative Marketers in Tech

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With its "Spacelab: What Will You Do?" partnership with YouTube, its "Boot or Bust" stunts and "Seize the Night" ultrabook campaign, Lenovo established itself as one of the most innovative marketers in the tech world.

A young brand with little tradition in consumer marketing, CMO David Roman is building the brand from scratch. He talked about the three principles guiding his approach last week at Ad Age 's Digital Conference in San Francisco.

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Here's Lenovo's "Seize the Night" YouTube spot, an example of the kind of effort intended to tell a brand story where none existed before.

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