IBM Consulting Brand

CHALLENGE:  Reposition IBM Services and the remaining Global Business Services unit, following the spinoff of the Global Technology Services business unit. Prioritize the business consulting opportunity.

INSIGHT: For leaders of modern businesses who are navigating change, complexity and transformation; to go far and fast, they cannot go alone. “Accelerate Together” became the core ethos of the IBM Consulting brand platform, which focused on the values of Acceleration, Openness and Commitment.

SOLUTION:  Formed cross-functional team, executive steering committee and synthesized research inputs across interviews, market research, competitive and more. Developed positioning, brand identity, architecture, leading to expedited launch. Activation included narrative, hero video, communications, employee enablement, paid media, social media, website and more.

Anthem manifesto below expressed an emotion-backed perspective on the new rules of modern business. Used during announcement, events, website, digital media and more

New brand architecture aligned large portfolio and consolidated down to 30 core SKUs for focused go-to-market and aligned for on-going growth and portfolio innovation.