Executive Branding Program

Client

IBM

Service

Executive Branding & Visibility Strategy

Tools

LinkedIn, Thought Leadership Frameworks, Internal Comms, Media Relations, Analytics

Year

2024

Budget

75,000 USD

Project Overview

In 2024, IBM engaged me to design and deliver an executive branding program for its European leadership team. The aim was to position IBM executives as trusted voices in digital transformation and AI, while ensuring alignment with IBM’s global narrative of innovation and enterprise leadership.

Results

Executives saw a substantial rise in professional visibility across LinkedIn and industry events
Media mentions increased in leading European business and tech publications
Internal comms adopted the visibility system as a repeatable process
Strengthened IBM’s reputation as a trusted global leader in AI and enterprise systems

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What we did

Leadership Positioning: Defined personal positioning for IBM executives, highlighting expertise in AI, enterprise transformation, and innovation.
Content Frameworks: Built structured visibility systems, including weekly LinkedIn publishing cycles, keynote preparation, and media engagement.
Systemized Branding: Introduced repeatable workflows for content creation, review, and analytics — ensuring consistency across leadership communication.
Stakeholder Activation: Supported executives in external thought-leadership activities, from panels to press contributions, amplifying IBM’s brand authority.

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