“IBM on Brand,” the first installment of VSA Partners’ “_____ on Brand” series spotlighting best-in-class brands through the words of their visionary leaders, has drawn widespread attention and praise since its release on March 20. “IBM on Brand” traces the roots of the legendary brand to the company’s management of its character, with narration provided by Jon Iwata, IBM’s Senior Vice President, Marketing and Communications.
Drawing from VSA’s nearly 20-year collaboration with IBM and the firm’s role as its brand agency of record, the short film reveals some unexpected origins and curious extensions of the iconic IBM brand over its history. At the same time, it offers a fresh perspective on how a well-established, globally identifiable brand continues to evolve after a century. Since its launch, the film has been viewed more than 10,000 times and has been noted extensively among multiple design, brand and technology observers, including Quipsologies.
“______ on Brand” captures the thinking behind leading brands—specifically, their origins and intent, audiences and ingredients, and business or societal impact. Future installments of the series will feature brands from across the spectrum of VSA clients as well as leaders and influencers in marketing and communications today.