Say IBM took a stand on a certain subject, got behind a cause, what would it be?

For a consumer brand like Dove’s campaign for real beauty for example, this is very easy (ok, easier) but for what is essentially a business to business enterprise not so. That’s not to say IBM doesn’t touch nearly everyone of us at some point each day – just think of banks cash machines and shop tills.

My personal view is that the Dove example is a poor one, it is a brand not a company (Unilever) which has many contradictions with sister (or brother) brands like Lynx.

IBM has been a great supporter of diversity, especially gay rights, where more and more businesses are starting to understand that good employees come from a every area of our communities.

But what next? What is inspirational, how can IBM distill it’s many values into something simple and memorable?

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