How Lenovo is taking its brand beyond tech innovation

Engineers founded Lenovo. Essentially, it’s a legacy engineering company with a very forward face in the technology world. But that world is bringing the China-based company to the forefront of the consumer world as well and that transition is making it evolve its marketing in a fairly substantial way.
David Roman, senior VP and CMO of Lenovo, leads the marketing at a company so well-known but without a flashy presence, which he admits is a challenge.
“From a marketing standpoint, an