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

Josie Tutty

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, what would you do?”

That was exactly the task given to him, following the announcement of the tech giant’s new spinoff services business, Kyndryl. Kyndryl is IBM’s independently managed infrastructure services provider, offering cloud applications, data and AI, and digital workplaces, among others.

To build the Kyndryl brand, Destefanis and his team started from scratch, designing the brand strategy, brand identity...

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