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IBMers gathered during the Brand Summits

IBMers gathered during the Brand Summits

In 2010, IBM asked us to provide a comprehensive review of the global scalability of the IBM Brand System and the planned approach to engage 400,000+ IBMers around the world. 

This case study explores not only what happened but some of the rationale behind it – visiting a legendary DDB ad for VW, the role of patterns in culture and brand and the power of ideas.

IBM_Brand_System_Roadmap