The world’s most valuable* business-to-business brand this week launched its new global brand platform, You to the Power of IBM.
Big Blue updates its brand platform, defining and declaring its core brand role in the world, about once in a decade. You to the Power of IBM replaces the highly successful Smarter Planet brand platform, a phrase coined by former Chairman Sam Palmisano in 2008, extended into a comprehensive brand platform in 2011.
According to IBM Senior Vice-President of Marketing and Communication, a recent inductee to the Marketing Hall of Fame, You to the Power of IBM is rooted in the idea that today we have exponentially more power to do our life’s work than any humans before us. IBM gives you the power to do your best work.
“This is You to the Power of IBM,” he said.
Launched with supplements in The Wall Street Journal, outdoor installations and extensive digital and social presence, the new brand platform strongly features Watson, IBM’s artificial intelligence technology. A variety of professionals explain how what they can achieve by leveraging Watson’s insights, accomplishing innovations previously unattainable.
* Valuation according to Kantar Millward Brown’s Brandz annual study.
Disclosure: I am presently employed by IBM Corporation to lead Marketing and Communications across the Middle East and Africa.