Watson imposed strict rules on employees, including a dress code consisting of dark suits, white shirts and striped ties, and alcohol-free, whether they work or not. He conducted the vocals in meetings of songs like „Ever Onward“ by the official IBM Songbook. [34] The company launched an employee newspaper, Business Machines, which combined coverage of all IBM activities under one publication. [35] IBM introduced the Quarter Century Club[36] to honour 25-year employees and created the Hundred Percent Club to reward salespeople who filled their annual quotas. [37] In 1928, the Suggestion Plan program began, giving cash bonuses to employees who provided viable ideas to improve IBM`s products and processes. [38] Not all of IBM`s software has been successful. While OS/2 was probably technically better than Microsoft Windows 95, OS/2 sales focused primarily on network computing, which was used by company experts. OS/2 has not been able to develop significant penetration in the desktop and consumer PC segments. It was reported that it could not be installed properly on IBM`s own Aptiva series of home PCs. [230] In 1994, Microsoft made an offer in which IBM completely terminated the development of OS/2, and then it would get the same conditions as Compaq for a Windows 95 license. IBM refused and instead used an „IBM First“ strategy to promote bone/2 distortion and skimming of Windows, with IBM wanting to encourage the sale of its own software and hardware.

In 1995, the difficult negotiations between IBM and Microsoft between Windows 95 were interrupted when IBM acquired Lotus Development, whose Lotus SmartSuite would have directly rivaled Microsoft Office. As a result, IBM obtained its license later than its competitors, which hindered the sale of IBM PCs. IBM officials later acknowledged that OS/2 would not have been a viable operating system to keep them in the PC sector. [231] [232] Another part of successful reintegration into the popular way of thinking has been the relaunch of the IBM brand. The company`s marketing during the economic downturn was chaotic and had many different, sometimes ambiguous, voices in the market. This brand chaos is partly due to the fact that the company employed 70 different advertising agencies. In 1994, IBM eliminated this chaos by consolidating its advertising in an agency. The result was a consistent and consistent message to the market. [238] The successful reintroduction of the popular mentality was just as important for the revitalization of ibM.

Part of this relaunch was based on IBM technology. On October 5, 1992, WHEN OF COMDEX Computer Expo, IBM announced the first ThinkPad laptop, the 700c. The ThinkPad, a high-end computer that then cost 4350 $US, included an Intel 80486SL 25 MHz processor, a 10.4-inch active matrix screen, a 120MB removable hard drive, 4MB of RAM (extendable to 16 Mb) and a TrackPoint II display. [235] The striking black design of renowned designer Richard Sapper made the ThinkPad an instant hit with the Digerati, and the cool factor of the ThinkPad brought some of the cachet back to the IBM brand, lost in the pc wars of the 1980s. In 1997, the chess game between IBM`s Computer Chess System Deep Blue and reigning world chess champion Garry Kasparov was instrumental in this popular resurgence. Deep Blues` victory was a historic first for a computer over a reigning world champion. The annual dominance of the rankings on supercomputers[236] and patent management statistics have also helped the company regain its position as a technology leader. [237] Ironically, the collapse of the internet bubble in 2000, where many angular technology boosters of the 1990s did not survive the downturn, contributed to the rebirth of the company`s reputation. These burglaries have discredited some of the more fashionable internet business models that IBM has been compared to before.