IBM
Signaling change at IBM
IBM strives to lead in the creation, development and manufacture of the industry's most advanced information technologies, including computer systems, software, networking systems, storage devices and microelectronics. Their worldwide network of IBM solutions and services professionals translates these advanced technologies into business value for customers.
Challenges
IBM management suspected that marketing communications for its entire software line were fragmented, contributing to an inconsistent and confused image among software consumers.
Actions
Conducted an audit of packaging, promotional and sales materials and evaluate communications practices of IBM partners
Assessed the impact of internal communications practices on consumer, media and industry perceptions
Created a comprehensive graphic communications system to unify visual and verbal practices and promote consistent brand expression
Participated in a worldwide indoctrination program
Created state-of-the-art tools and oversee initial implementation efforts