This is the story about how IBM rebranded, redesigned, reshaped and rediscovered itself over the years. And it is also the story about how IBM became the worlds leading Social Business.
” More than any other, IBM’s story shows us the transformative power of ideals: from functional product categories to an uncategorizable, competitor-free higher-order space; “employees” to brand ambassadors; incidental innovation and slumping sales to focused, growth-propelling strategies. It also proves that a large, century-old technology company could be nimble and forward-looking enough to re-think the entirety of its business – from the ‘why’ to the ‘how’ to the ‘what.’ In doing so, IBM built not only a smarter planet, but also one of the fastest-growing, most valuable brands in the world.”
Contributed to Branding Strategy Insider by: Eric Tsytsylin, Millward Brown Optimor. Read the article here!