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Insight/ Branding & Communications

IBM Connects Branding Initiative To Brand Purpose As Only IBM Could

Do you know what to do with all that heat that comes off your computer when it’s not in use? IBM knows. The big, smart brand has figured out a way to pool the idle computer time of the thousands of members of its People for a Smarter Planet campaign on Facebook and use it to benefit humanity. What struck me about IBM’s project was not just how fascinating the whole idea sounded, but how brilliantly the idea linked to the IBM brand purpose

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