How IBM marketing maintains corporate values … and changes everything else

IBM, the technology giant, is using agile marketing as it seeks to engage with consumers in impactful ways.

Two-and-a-half years ago, when Michelle Peluso joined IBM as svp/CMO, she took her marching orders from Ginni Rometty, IBM’s chair/president/CEO.

“Know your values,” Rometty insisted, “but be willing to change everything else to...

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