IBM On Brand
Capturing the character of the IBM brand
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, “IBM on Brand” draws from VSA’s longstanding collaboration with IBM, which now spans nearly 20 years and encompasses our work as brand agency of record.
“_____ on Brand” is a series of short films created by VSA Partners to capture the current thinking behind leadership brands—specifically, their origins and intent, audiences and ingredients, and business or societal impact.
http://www.vsapartners.com/design-agency/capturing-the-character-of-the-ibm-brand/
Agency: VSA Partners (www.vsapartners.com)
Client: VSA Partners
Creative Dir: Andy Blankenburg, Gregory Sylvester
Director: Gregory Sylvester
Writer: Andy Blankenburg
Producer: Gregory Sylvester
DP (A-Roll): Yoni Brook (www.yonibrook.com)
DP (2nd Unit Macro): Brian Schilling (www.schillingfilm.com)
Editorial: Michael Lippert for Cutters (www.cutters.com), Brian Clark (www.briclark.com), Gregory Sylvester
Music: Lewis/Dente/Gray/Baker/Whittington for License Lab (www.licenselab.com)
Audio: Justin Mayer for Hoffman Sound (www.hoffmansound.com)
Colorist: Elliot Rudmann for Nolo Digital Film (www.nolodigitalfilm.com)
“_____ 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.