IBMs Brand Strategy

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Presentation on IBMs brand strategy as given during the launch of the Interbrand 2012 Best Global Brands, in which IBM ranked #3 as only B2B player in the top 10.

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IBMs Brand Strategy

  1. 1. IBMs Brand StrategyRonald VeltenDirector Marketing, Communications & Citizenship 1
  2. 2. #2FOR 4 CONSECUTIVE YEARS 2
  3. 3. #3+8% / 75.532Bn 3
  4. 4. Role of the BrandBrand Strenght Financial Performance 4
  5. 5. OUR BRAND STRATEGY:Be a great company,therefore a great brand. 5
  6. 6. 6
  7. 7. 7
  8. 8. Leaders of greatcompanies makedeliberate choicesin four key areas. 8
  9. 9. An enduring Who theyidea serveHow they Whatare primarily differentiatesexperienced them 9
  10. 10. 10
  11. 11. Our enduring idea: World-changing progress 11
  12. 12. 12
  13. 13. IBMers believe in progress —that the application ofintelligence, reason, and sciencecan improve business, society,and the human condition. 13
  14. 14. Smarter Sewers
  15. 15. Smarter Energy
  16. 16. Smarter Traffic
  17. 17. Smarter Crime Frighting
  18. 18. Smarter Astronomics
  19. 19. Smarter Luggage
  20. 20. Smarter Analytics
  21. 21. Social Business
  22. 22. Smarter Commerce
  23. 23. In service of: Forward thinkers 24
  24. 24. Experienced through: The IBMer 25
  25. 25. 26
  26. 26. IBMers are the way our character getslived - every day. More thanany other single invention ofthe company, it’s the IBMer whodrives progress. 27
  27. 27. Differentiated by: Living our values 28
  28. 28. 2003:IBM Values Jam 29
  29. 29. Dedication to every client’s success.Trust and personal responsibilityin all relationships.Innovation that matters,for our company and for the world. 30 30
  30. 30. We focus on what hastimelessly been IBM — whowe are now and who we believewe must always be.When you really look at whatdifferentiates us, it’s our values. 31
  31. 31. An enduring idea: Who they serve:World-changing progress Forward thinkersExperienced through: Differentiated by:The IBMer Living our values 32
  32. 32. It is not the strongest who survive, butthose that are most responsive to change 33
  33. 33. 34
  34. 34. @ronaldvelten Linkedin.com/in/rveltenronald_velten@nl.ibm.com 35

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