IBM's Smarter Planet: Gaining Momentum by Branding a Strategic Platform

Lee Green IBM
© 2010 IBM Corporation

Sustainable Branding ‘10 07-10Jun10

Design for a Smarter Planet

Lee D. Green Vice President, IBM Brand Experience and Strategic Design

© 2010 IBM Corporation

Sustainable Brands Balance people & planet Greater transparency Communicate authentically Collaboration Innovation New kind of thinking
“Power of &”
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IBM 1992

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© 2010 IBM Corporation

Revenue (in billions)
$70 $9 $6 $3 $66 $0 $64 -$3 $62 -$6 -$9 '90 '91 '92 '93

Net Income (in billions)

$68

$60

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Stock Price
$30 $25 350 $20 $15 $10 250 $5 $0 '90
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Employees
400

300

200 '91 '92 '93 '90 '91 '92 '93
© 2010 IBM Corporation

THE 100 TOP BRANDS
80 60 40 DOLLARS 20 0 -20 -40 -60 '94
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IBM Brand Valuation

-$50M

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THE 100 TOP BRANDS
80 60 40 DOLLARS 20 0 -20 -40 -60 '94
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IBM Brand Valuation

$17.1B $18.4B $23.7B

$43.8B

$53.2B $52.8B $51.2B $51.8B $54B

$53B

$56B

$58B

$59B $60.2B

-$50M

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© 2010 IBM Corporation

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.”

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© 2010 IBM Corporation

IBM Today
Revenue: $95.8 billion Net income: $13.4 billion Total assets: $109.0 billion Operates in: 170 countries Number of employees (worldwide): 399,409 Stockholders of record: 546,247
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ValuesJam
July 29 – August 1, 2003

Worldwide conversation about IBM’s values

1 million
views

45,000+
employees participated Diverse backgrounds
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© 2010 IBM Corporation

A Great Company, A Values-Based Company
“(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”

“… 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

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© 2010 IBM Corporation

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

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© 2010 IBM Corporation

Consensus
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 ecoefficiency There is a strong imperative for stakeholders to advance the eco-efficient economy now
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Recommendations
Leverage innovation to deliver “green” infrastructures that are highly efficient and overlay the physical infrastructure with digital intelligence Implement sustainable solutions that promote resource efficiency and reduce the environmental and social impact of operations 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
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IBM’s Sustainable Initiatives

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© 2010 IBM Corporation

In A Fifteen Year Period – Through Annual Energy Conservation Actions

IBM saved 4.5 billion kWh of electricity

Source: IBM 2008 Corporate Responsibility Report

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© 2010 IBM Corporation

That’s the equivalent of powering California for six days

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© 2010 IBM Corporation

In One Year IBM Processed 49,083 Metric Tons of Its Product Waste

Only 0.8% Went To Landfills

Source: IBM Corporate Responsibility Report

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© 2010 IBM Corporation

IBM Estimates That In One Year It’s Work-at-home Program In The U.S.

Conserved Approximately 8 Million Gallons of Fuel.

Source: IBM Corporate Responsibility Report

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© 2010 IBM Corporation

World community grid volunteers donate approximately 1,100 years of computer time per week – (fight hunger, medical research, environment)

Source: IBM Corporate Responsibility Report

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© 2010 IBM Corporation

September 2008...
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.
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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.

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© 2010 IBM Corporation

All of this is enabled because:
Our world is becoming

INSTRUMENTED

+
Our world is becoming

INTERCONNECTED

+
Virtually all things, processes and ways of working are becoming

INTELLIGENT
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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 "Internet of Things.”
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 Blue Onyx Deluxe, Blue Pearl Deluxe: Generally for "customer-facing" presentations – 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. – Blue Onyx Deluxe relies heavily on black for maximum contrast, particularly in projection.  Blue Onyx Basic, Blue Pearl Basic: Intended for basic internal presentations. May also be used for customers. – Blue Onyx Basic uses black throughout for maximum contrast, particularly in projection. – Blue Pearl Basic works well for one-on-one laptop presentations and makes printing easy.  Additional usage tips in Notes page below

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“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.”
- Sam Palmisano IBM CEO May 12, 2010

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© 2010 IBM Corporation

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