Company nicknames: IBM, Big Blue is true blue

More

This post is one in a series on prominent company nicknames. See all 25, and share your thoughts and memories about Big Blue below in the comments.

Although there shall probably always remain unanswered speculation as to exactly how the nickname came to be, most people in business or industry today know, when you mention Big Blue, you're talking about IBM, International Business Machines Corp. (NYSE: IBM). It's a name that invokes a respect of power, much in the same way that motorists pull aside for a fire engine or stop for a moving train. As reflected in the three letter company logo, Big Blue is solid and steady, yet quite on the move.

People have attributed the company nickname to a past company dress code, when employees were required to wear white shirts and most of them wore blue suits. That theory seems a bit shallow to me. Besides, that policy was done away with in the 1990s by CEO, Lou Gerstner. Since that time, I haven't noticed anyone calling IBM, Big Business Casual.

A second theory about the company moniker follows a more logical theme. It relies on the fact that IBM uses blue for its company logo and equipment, blue being a color that denotes strength. People also naturally associate blue with largeness, similar to the sky, the oceans, and even outer space. When used in context, people just know what big company you're talking about when you use the name. For instance, if I asked my step-mom; "How are you and Big Blue doing?" she'd immediately know I was referring to one of her independent engineering contracts with IBM.

The third Big Blue name theory is the one I ascribe to because it best fits my view of industry and corporate culture. It's the ground-level theory, and it appears to have taken root through the field sales and tech forces. In its first part, it rests in the pervasive IBM attitude of "What can Big Blue do for you?" It's a query that must echo daily, in different languages, around the world. In its second part, it takes the form of a report to the corporate offices at the completion of an equipment installation job, when company technicians confidently report the status of their installation clients, stating: "They're all blue now."

Regardless of how the Big Blue name came about, somehow it seems entirely appropriate. Whether it's true blue, blue-blooded, or my darling blue-eyed boy, blue is a color of loyalty, depth, and love. For IBM's part, it simply added its own bigness to the concepts that the color blue already embodied. And might I say, the company's done a mighty fine job of honoring its well-known nickname.

Reader Comments (Page 1 of 1)

Symbol Lookup
IndexesChangePrice
DJIA+150.2510,058.64
NASDAQ+24.822,150.87
S&P 500+13.781,070.52

Last updated: February 10, 2010: 01:35 AM

Hot Stocks

DailyFinance Headlines

TheFlyOnTheWall.com Headlines

    BioHealth Investor Headlines

    WalletPop Headlines

    My Portfolios

    Track your stocks here!

    Find out why more people track their portfolios on AOL Money & Finance then anywhere else.

    BloggingStocks Partners

    More from AOL Money & Finance

    WalletPop Headlines