IBM: Let's create a new IBM

Tech company IBM launched Let's Create with an open invitation asking tech professionals what they wanted to create together to transform IBM into the number one cloud provider, return the brand to growth, increase purchase consideration and improve brand perceptions.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

IBM had lost relevance with the tech community. Seen as a obsolete tech giant, their vision of the future was no longer resonating with tech audiences. We had our work cut out for us: convince a tech community that 110-year-old IBM was positioned for where the industry was headed, not where it has been.

Research uncovered a tension between how IT leaders are perceived, and what their job actually is. They're seen as technicians and plumbers within their enterprise–fixing problems, or "frankensteining" legacy systems together.

But in...

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Insights Team
Bray Leino

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