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The IBM Brand System: An interview with Kevin Bishop
Journal of Brand Strategy,
1
(3),
223-233
(2012)
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
The full article is available to subscribers to the journal.
Author's Biography
Angus Jenkinson is lead partner, Thinking, an academic research fellow at the transdisciplinary CLEA centre at the Vrije Universiteit Brussel, and (at the time of writing) Secretary of the Cybernetics Society. His other roles include being a research professor, a systems designer, a consulting scientist, a creative and a CEO in market leading companies. Angus’s contributions to marketing practice include the first commercially available digital marketing database; leading Ogilvy’s global R&D for a decade, introducing first use of event-triggered autonomous marketing rules, next-best actions and personas in one-to-one marketing; first professor of integrated marketing; media neutral planning praxis for the Chartered Institute of Marketing with 20+ CMOs; designing C-Suite executive education for Wharton and IMD sponsored by IBM. He has designed systems and/or led strategic change with numerous companies. He has published four books, numerous papers and designed and taught master’s courses. He is a Fellow of the Chartered Institute of Marketing, the Cybernetics Society, and an Honorary and Founding Fellow of the IDM.
