WinnerIBM: Rebranding IBM for a Smarter Planet and a Broader Audience

Although IBM is well regarded as a brand in IT, it sought to expand its relevance beyond the industry and drive its business in new Smart infrastructure markets. To do so, it decided to focus on "Smarter Planet" conversations that could reach a broad audience.

The team sought to associate the brand with the solution to problems that were becoming increasingly important, such as unemployment. The goal was to communicate ...