The inaugural episode in a series of short films created by VSA Partners examining the current
thinking behind leadership brands.
The film is narrated by Jon Iwata, IBM Senior Vice President, Marketing and Communications,
“IBM on Brand” draws from VSA’s longstanding collaboration with IBM, which now spans nearly
20 years and encompasses our work as brand agency of record.
“Over 50 years and 80 years and now 100 years the brand has grown to be quite an asset,
globally recognized, respected and valued. We don’t try to manage the IBM brand, we try to
manage our character as a business. We’ve never defined IBM by what we are selling”
“If we are not going define our brand by what we make, what defines us? It comes back to the notion
of our corporate character: our belief system, our purpose and our mission, what makes us us”
Video reposted from VSA Partners