Grant McCracken: “IT” Extraction (Killing A Brand Softly)
Last week, quietly and without fanfare, ThinkPad decided not to renew its flagship model, the X301.
Last week, quietly and without fanfare, ThinkPad decided not to renew its flagship model, the X301. The X301 is a beautiful machine. It has that wonderful ThinkPad keyboard, a huge screen, and it weighs only a little bit more than a ballet slipper. It is a miraculous demonstration of what design and engineer can do.
And now it’s done for. Lenovo is proposing the ThinkPad T410s as the x301s replacement. When called upon to explain himself, Lenovo Marketing Director, Wang Lipin said that T400 series was more powerful than the x301, and cheaper by a thousand dollars. The trouble: the T400 doesn’t have “it” quality. It is a business machine in the most pedestrian sense of the term. No trace of elegance. No claim to being the pick of the technological litter. No “wow” factor. The T410 is just another business machine.