IBM is famed for its highly controlled approach to brand management. But the fluid reality of branding in the digital realm has given rise to unique situations, especially where business alliances are concerned. IBM came to O+CO for help developing brand management guidelines that focus on collaborative circumstances—particularly online, with partners where the company often has less control over branding standards. By adopting a user’s perspective, O+CO was able to categorize a specific number of collaborative scenarios with differing levels of IBM brand presence. We developed models and standards for each scenario so that IBM can continue to manage its presence as a leader in the digital realm.
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