IBM’s APAC marketing head on how to build a brand from scratch

Kyndryl is IBM’s new infrastructure services provider and the tech giant shares how it created the brand on a clean slate.

During his session at the B2B Marketing Leaders Virtual Forum APAC, Luca Destefanis, marketing director APAC at IBM, answered a burning question: “If you were given the opportunity to build the entire marketing function of your business from scratch,