IBM On Brand

“_____ on Brand” is a series of short films created by VSA to capture the current thinking behind leadership brands—specifically, their origins and intent, audiences and ingredients, and business or societal impact.
In this two-minute tour, the roots of the IBM brand are traced to the company’s management of its character. Narrated by Jon Iwata, IBM Senior Vice President, Marketing and Communications, 

It's fascinating to see how a company with so much history, and so much history of change, has managed to maintain branding consistency over time. It goes to show how in addition to the visual identity, consistent behavior is really important to a brand and it's usually the first thing to go in the pursuit of rebranding. 

Antonio Ortiz

Antonio Ortiz has always been an autodidact with an eclectic array of interests. Fascinated with technology, advertising and culture he has forged a career that combines them all. In 1991 Antonio developed one of the very first websites to market the arts. It was text based, only available to computer scientists, and increased attendance to the Rutgers Arts Center where he had truly begun his professional career. Since then Antonio has been an early adopter and innovator merging technology and marketing with his passion for art, culture and entertainment. For a more in-depth look at those passions, visit

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