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IBM's Smarter Planet: Gaining Momentum by Branding a Strategic Platform Lee Green IBM
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© 2010 IBM Corporation
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IBM Smarter Planet: Gaining Momentum by Branding a Strategic Platform

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Yes, the world has become smarter.....Because it is more Instrumented, Interconnected and Intelligent it allows for advances in design, energy efficiency, water conservation, traffic management, life cycle planning etc. all of which support common goals of sustainability. Lee Green, IBM VP, Brand Experience and Strategic Design will share how IBM has created a branded response to some of societies greatest needs.

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IBM Smarter Planet: Gaining Momentum by Branding a Strategic Platform

  1. 1. IBM's Smarter Planet: Gaining Momentum by Branding a Strategic Platform Lee Green IBM
  2. 2. Design for a Smarter Planet Lee D. Green Vice President, IBM Brand Experience and Strategic Design Sustainable Branding ‘10 07-10Jun10
  3. 3. Sustainable Brands Balance people & planet Greater transparency Communicate authentically Collaboration Innovation New kind of thinking “ Power of &” © 2010 IBM Corporation
  4. 4. IBM 1992 © 2010 IBM Corporation
  5. 5. Revenue (in billions) Stock Price Net Income (in billions) Employees © 2010 IBM Corporation
  6. 6. IBM Brand Valuation DOLLARS THE 100 TOP BRANDS © 2010 IBM Corporation
  7. 7. IBM Brand Valuation DOLLARS THE 100 TOP BRANDS © 2010 IBM Corporation
  8. 8. IBM received the most U.S. patents (more than 4,000) for the 16th year in a row, investing heavily in innovation as it continues its progression from a hardware provider to a software and services solutions brand. IBM recognizes that we live in an increasingly “connected world.” © 2010 IBM Corporation
  9. 9. <ul><li>Revenue: $95.8 billion </li></ul><ul><li>Net income: $13.4 billion </li></ul><ul><li>Total assets: $109.0 billion </li></ul><ul><li>Operates in: 170 countries </li></ul><ul><li>Number of employees (worldwide): 399,409 </li></ul><ul><li>Stockholders of record: 546,247 </li></ul>IBM Today © 2010 IBM Corporation
  10. 10. ValuesJam July 29 – August 1, 2003 <ul><li>1 million views </li></ul><ul><li>45,000+ employees participated </li></ul><ul><li>Diverse backgrounds </li></ul><ul><li>Worldwide conversation about IBM’s values </li></ul>© 2010 IBM Corporation
  11. 11.
  12. 12. A Great Company, A Values-Based Company <ul><ul><li>“ (Our goal is to become) a globally integrated company that manages on the basis of values , decentralized decision-making, and holds itself to a higher standard than any law requires” </li></ul></ul>© 2010 IBM Corporation “… values, for us, aren’t soft. They’re the basis of what we do, our mission as a company” – Sam Palmisano Harvard Business Review December 2004
  13. 13. Global Eco-efficiency Jam January 27 – 29, 2010 Involved 1,600 business executives, government officials, non-governmental organization leaders, journalists, analysts and environmental experts from more than 60 countries
  14. 14. Eco-efficiency is poised to become the biggest economic ‘ game changer ’ in the next 20 years Direct and collaborative action from a range of stakeholders will be needed to address the challenges and opportunities posed by eco-efficiency There is a strong imperative for stakeholders to advance the eco-efficient economy now Consensus © 2010 IBM Corporation
  15. 15. <ul><li>Leverage innovation to deliver “ green ” infrastructures that are highly efficient and overlay the physical infrastructure with digital intelligence </li></ul><ul><li>Implement sustainable solutions that promote resource efficiency and reduce the environmental and social impact of operations </li></ul><ul><li>Embrace intelligent systems that use open standards to provide near realtime information for better management of the infrastructure, water quantities, entire transportation systems, energy, buildings – Cities </li></ul>Recommendations © 2010 IBM Corporation
  16. 16. IBM’s Sustainable Initiatives
  17. 17. In A Fifteen Year Period – Through Annual Energy Conservation Actions Source: IBM 2008 Corporate Responsibility Report IBM saved 4.5 billion kWh of electricity
  18. 18. That’s the equivalent of powering California for six days © 2010 IBM Corporation
  19. 19. In One Year IBM Processed 49,083 Metric Tons of Its Product Waste Only 0.8% Went To Landfills Source: IBM Corporate Responsibility Report
  20. 20. Conserved Approximately 8 Million Gallons of Fuel. Source: IBM Corporate Responsibility Report IBM Estimates That In One Year It’s Work-at-home Program In The U.S.
  21. 21. Source: IBM Corporate Responsibility Report World community grid volunteers donate approximately 1,100 years of computer time per week – (fight hunger, medical research, environment)
  22. 22. IBM and the World Business Council for Sustainable Development launched the Eco-Patent Commons with Nokia, Pitney Bowes and Sony. The Eco-Patent Commons is an initiative to create a collection of patents that directly or indirectly protect the environment. The patents are pledged by companies and other intellectual property rights holders and are made available to anyone free of charge. September 2008...
  23. 23. April 2010… IBM will require its 28,000 suppliers in more than 90 countries to install management systems to gather data on their energy use, greenhouse gas emissions and waste and recycling. © 2010 IBM Corporation
  24. 24. Our world is becoming INSTRUMENTED Our world is becoming INTERCONNECTED Virtually all things, processes and ways of working are becoming INTELLIGENT + + © 2010 IBM Corporation All of this is enabled because:
  25. 25. © 2010 IBM Corporation By 2010 there will be 1 billion transistors per human, each costing 1/10 millionth of a cent. In 2005 there were 1.3 billion RFID tags in circulation, by 2010 there will be 33 billion. Worldwide mobile telephone subscriptions surpassed 4 billion in 2008; including 450 million camera phones. 3G devices growing 30% annually. An estimated 2 billion people will be on the Web by 2011, and a trillion connected objects – cars, appliances, roadways, pipelines – comprising the &quot;Internet of Things.”
  26. 26. © 2010 IBM Corporation
  27. 27. © 2010 IBM Corporation
  28. 28. © 2010 IBM Corporation
  29. 29. © 2010 IBM Corporation
  30. 30. © 2010 IBM Corporation
  31. 31. © 2010 IBM Corporation
  32. 32. © 2010 IBM Corporation
  33. 33. © 2010 IBM Corporation
  34. 34. © 2010 IBM Corporation
  35. 35. <ul><li>Blue Onyx Deluxe, Blue Pearl Deluxe: Generally for &quot;customer-facing&quot; presentations </li></ul><ul><ul><li>Blue Pearl Deluxe is useful for one-on-one laptop presentations and for easy printing. Textures on the opening screen carry through the blue bands on text slides. </li></ul></ul><ul><ul><li>Blue Onyx Deluxe relies heavily on black for maximum contrast, particularly in projection. </li></ul></ul><ul><li>Blue Onyx Basic, Blue Pearl Basic: Intended for basic internal presentations. May also be used for customers. </li></ul><ul><ul><li>Blue Onyx Basic uses black throughout for maximum contrast, particularly in projection. </li></ul></ul><ul><ul><li>Blue Pearl Basic works well for one-on-one laptop presentations and makes printing easy. </li></ul></ul><ul><li>Additional usage tips in Notes page below </li></ul>© 2010 IBM Corporation
  36. 36. © 2010 IBM Corporation
  37. 37. “ The opportunity to make our planet smarter is one of those rare convergences: It is an agenda that is both real and measurable on the one hand and truly inspiring on the other.” © 2010 IBM Corporation <ul><li>Sam Palmisano IBM CEO May 12, 2010 </li></ul>
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