The IBM Brand System: An interview with Kevin Bishop

Angus Jenkinson and Kevin Bishop
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Angus Jenkinson: Thinking, UK

Journal of Brand Strategy, 2012, vol. 1, issue 3, 223-233

Abstract: This interview describes IBM innovations in management of its ‘brand system’, which integrates brand with organisational culture through the notion of character within a coherent, holistic approach: the organisation as a unique system of systems, embedding the principles of how the company organises into the fabric of the company, defines ‘organising ideas’, or agendas, and places them ‘at the top of the integration pyramid’. The brand system and agenda contextualise IBM's approach within the present and emerging individualistic, empowered and highly-networked world.

Keywords: IBM; brand system; brand management; innovation; organising idea; holistic integration; individuation (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2012
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