Conclusion
Screaming leverages all the marketing techniques in an integrated fashion. The IBM WebSphere case study shows the changes over time, based on the market maturity and the product. IBM WebSphere is now a household brand because while keeping to its brand promise, it morphed and grew as the market and customers’ needs changed. From early 1998–2000, we caught the wave that was the Internet, but in 2001–2002, we kept the momentum going because we helped to solve problems that went beyond the hype. Many companies went under or disappeared, but we stayed true to our customers, the longer vision, and the brand promise. We grew again in 2005 with the introduction of a new category called SOA that truly served an unmet need in the ...
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