I’ve written about IBM for a long, long time, including two books about the company. I’ve been affiliated with VSA Partners, a branding and design firm, for the past few years.
This is a short film VSA produced about IBM’s approach to branding, featuring the current steward of that brand, IBM’s Jon Iwata. I think Jon perfectly captures the culture behind IBM’s brand.
Interestingly, that approach to branding has led IBM to create “branded content” throughout its history, ranging from its old THINK magazine to books, websites and YouTube videos today.