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.