IBM
Brand video and narrative
Over the years, IBM has reinvented itself multiple times to adapt to changing technologies, industry forces and societal shifts. But by defining its role in the world not as what it makes, but as what it makes possible, has enabled it to remain relevant and valuable as an enterprise.
This interview-based video with Jon Iwata, IBM’s esteemed brand and marketing executive, was conducted and executed to capture this defining brand philosophy and to set the context for a narrative evolution to come.