IBM: The perfect corporate front door

Company: IBMTrend: The ExperienceSubject: Branding

What do you see?

When entering IBM's website, one notices a large and appealing visual on the homepage. The remaining part of the homepage has a highly functional and user-oriented navigational menu.

The branding visual contains three highlights. One of the highlights covers the US Open. IBM poses the following triggering question: 'how do you fit millions of fans into a court that only holds 22,500?' Interesting, let's click

A visually appealing application opens, revealing the tennis courts of the four grand slam tournaments. IBM then displays questions and business dilemmas, ranging from increasing fan experience and energy efficiency to security. Each question is answered in an understandable way and triggers the reader to further explore IBM' s solutions.

Why is it effective?

IBM is well known for having invented the Personal Computer back in 1981. Since then, IBM has grown into the largest IT services company in the world. But what does such a large company do nowadays? The so-called branding visual on the IBM homepage serves as an excellent means to introduce the company to all stakeholders in an appealing and understandable way. IBM puts its brand promise – 'innovation that matters' – into practice by showing innovative solutions for real-world IT and business challenges.

What' s next?

The internet, like no other medium, enables companies to engage stakeholders and fortify the brand. Front runners like IBM, Siemens and GE illustrate that by using video and rich internet applications, it is actually possible to create more brand awareness and understanding.

Many companies do not yet make use of the internet in this way, but still rely on print advertising, out-of-home advertising and TV commercials. In our opinion, companies will inevitably have to put more effort into enhancing the online brand experience.