IBM: SMARTER BRANDING FOR A SMARTER PLANET


Publication Date: 2010

Source: SO08 Silver Anvil Award
Product Code: 6BW-1002C13
Organization/Author/Firm: IBM Corp.
Specialization(s): Advertising - Branding / Reputation Management / Brand Management / Advertising Branding
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Summary

2010 SILVER ANVIL AWARD WINNER - REPUTATION MANAGEMENT / BRAND MANAGEMENT - BUSINESS - COMPANIES WITH SALES OVER $10 BILLION

Making the invisible visible. That was IBM’s challenge after it no longer sold the iconic PC products that defined its brand for 25 years. After transforming to higher-value services and software, IBM needed brand permission to address the whole C-suite. Companies were also increasingly seeking partners that could help drive business outcomes, not sell piece-parts. The solution was “Smarter Planet," a global business strategy and leadership agenda that ignited passionate conversations, created an estimated 40% growth in IBM’s addressable market opportunity and drove many new solutions – despite being launched in the midst of an unfolding economic meltdown and media agenda dominated by a newly-elected president.