The company whose "Think" slogan became a generational buzzword isn't doing so well with the brand identity campaigns lately. A tipster points out that IBM's latest mouthful of a proverb, "A mandate for change is a mandate for smart," comes illustrated with what looks exactly like a 1981 Keith Haring drawing rinsed of its pizazz. The accompanying essay reads like Kevin Kelly in Wired circa 1993. I stopped reading when I got to the claim, "Smart healthcare systems can lower the cost of therapy by as much as 90%." Call me when that's ready.

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