> even at peak IBM it was an office name, not a household name

I'm curious to see data on this. My guess is that in the early to mid 80s, IBM had to have been the top consumer technology brand. At least in knowledge of the brand, even if they didn't own one. Their Charlie Chaplin ads were everywhere, then they spent an enormous amount of money marketing PCjr[1].

[1] - "As part of $32.5 million in advertising for the computer during 1984, it began what the company described as the most extensive marketing campaign in IBM history, in which 98% of Americans would see at least 30 PCjr advertisements in the last four months of the year". (From Wikipedia)