Big Think video | Develop corporate character, with Jon Iwata, SVP, Marketing & Communications, IBM
Jon Iwata, Senior Vice President of Marketing and Communications at IBM, has long been regarded as a thought leader in the field of corporate integrity. A member of the communications team for over 25 years, he is perhaps best known for emphasizing corporate character over corporate products, a philosophy which yielded IBM’s “Smarter Planet” campaign. The initiative highlights how leaders in business, government and civil society are solving the world’s problems with IBM technology.
In this lesson, Iwata argues that there can be no image management without behavior management. By the end of it, you’ll understand why and how leadership must engage employees in the process of creating and maintaining corporate values.
Re-evaluate the original brand
- Management must create an ongoing dialogue about identity. Work toward contemporizing the founder’s vision. Decide what endures and what must change.
- Character matters most when tough decisions must be made. Allow corporate character to guide your decision-making.
Commit to acting authentically
- Leadership must engage key stakeholders in a dialogue about authenticity. Discuss the company’s core values and distinct value proposition for customers.
- Leadership must identify the gaps between stated corporate character and actual experience of the brand on the ground. Get to know these gaps and take steps to close them.
Understand transparency
- Corporations should conduct business with the belief that their actions will be seen by the world. Always consider whether you would take a particular action in full view of the public.
