The IBM Brand System: An interview with Kevin Bishop: Interviewed and edited by Angus Jenkinson

Kevin Bishop, Angus Jenkinson

Research output: Contribution to journalArticle

Abstract

This interview describes IBM innovations in management of its ‘brand system’, which integrates brand with organisational culture through the notion of character within a coherent, holistic approach: the organisation as a unique system of systems, embedding the principles of how the company organises into the fabric of the company, defines ‘organising ideas’, or agendas, and places them ‘at the top of the integration pyramid’. The brand system and agenda contextualise IBM's approach within the present and emerging individualistic, empowered and highly-networked world. 12 elements of the whole system are further identified.
Original languageEnglish
Article numberVol 3 No 1
Pages (from-to)223-233
Number of pages11
JournalJournal of Brand Strategy
Volume1
Issue number3
DOIs
Publication statusPublished - 15 Sep 2012

Bibliographical note

Edited interview with IBM executive responsible for the worldwide IBM brand and HR alignment

Keywords

  • brand model
  • IBM
  • organising idea
  • design
  • Leadership
  • integration
  • self-organization
  • Cybernetics

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