Think of the term “corporate brand” and what comes to mind? Maybe a well-known logo or an iconic acronym like IBM. Yet, when IBM’s Chief Brand Officer, Jon Iwata, is asked about branding, he says it goes much deeper than “outward, external communication.” In today’s business environment, engaging the public through social media is critically important, but branding starts with something more basic, Iwata says. “When you think about it, 80 percent of this is our culture … It’s about the authentic behavior of, in our case, 380,00 people.” Here, Iwata talks to Cylor Spaulding, Ph.D., Faculty Director of Georgetown University’s graduate program in Public Relations & Corporate Communications, about branding and social media today.
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