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.

1. IBMs Brand Strategy
Ronald Velten
Director Marketing, Communications & Citizenship
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2. #2
FOR 4 CONSECUTIVE YEARS
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3. #3
+8% / 75.532Bn
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4. Role of the Brand
Brand Strenght Financial Performance
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5. OUR BRAND STRATEGY:
Be a great company,
therefore a great brand.
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8. Leaders of great
companies make
deliberate choices
in four key areas.
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9. An enduring Who they
idea serve
How they What
are primarily differentiates
experienced them
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11. Our enduring idea: World-changing progress
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13. IBMers believe in progress —
that the application of
intelligence, reason, and science
can improve business, society,
and the human condition.
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15. Smarter Sewers

16. Smarter Energy

17. Smarter Traffic

18. Smarter Crime Frighting

19. Smarter Astronomics

20. Smarter Luggage

21. Smarter Analytics

22. Social Business

23. Smarter Commerce

24. In service of: Forward thinkers
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25. Experienced through: The IBMer
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27. IBMers are the way our character gets
lived - every day. More than
any other single invention of
the company, it’s the IBMer who
drives progress.
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28. Differentiated by: Living our values
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29. 2003:
IBM Values Jam
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30. Dedication to every client’s success.
Trust and personal responsibility
in all relationships.
Innovation that matters,
for our company and for the world.
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31. We focus on what has
timelessly been IBM — who
we are now and who we believe
we must always be.
When you really look at what
differentiates us, it’s our values.
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32. An enduring idea: Who they serve:
World-changing progress Forward thinkers
Experienced through: Differentiated by:
The IBMer Living our values
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33. 'It is not the strongest who survive, but
those that are most responsive to change'
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35. @ronaldvelten
Linkedin.com/in/rvelten
ronald_velten@nl.ibm.com
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