IBM occupies the same sort of position as Mack, Peterbilt and Kenworth...products intended for specific types of extremely heavy workloads. Many (but not all) people know the name, but most people will never buy IBM products either for themselves or for their workplaces. They simply do not have the workloads to justify the expense.
In other words, IBM has gone back to the future...a niche vendor of enterprise computing products. It "tried out" various lines of SMB- and consumer-oriented businesses, but it eventually shed those divisions and went back to what's in its blood...big-a-s enterprise hardware for customers with lots of cash and heavy-duty workloads.
Don't look for major advertising or major media influencer presence...IBM has chosen not to present itself in those venues anymore.