IBM: Approaches to Developing and Capturing Markets

October 21, 2011

Executive Summary

Jon C. Iwata, senior vice president, marketing and communications, IBM Corporation, discussed how IBM changed gears, focusing more on relevance rather than on brand recognition and brand visibility. He explains that although organizations may be able to buy visibility and/or recognition, it is the consumer who decides whether an organization is relevant or not. This is why corporate character is so important; it describes an organizations beliefs, values, and uniqueness.

View video below.

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