RALEIGH, NC: Chinese technology company Lenovo is enhancing its consumer outreach in the US with experiential and emotional marketing.
The PC manufacturer wants to stand out from its competition by developing a “personality for the brand,” said Tracey Trachta, VP of brand experience at Lenovo.
“What we're trying to do is build that emotional affinity for the brand because we recognize consumers have a lot of choices today. Choice isn't always driven by a rational decision; choice is more often driven by ...