Congratulations to 2019 #Outstanding50 Awardee Teresa Yoo, Vice President, Brand Strategy & Experience Design at @IBM
Terry Yoo is Vice President of Brand Strategy and Experience Design at IBM. She and her team are responsible for stewarding the IBM brand—one of the most valuable in the world—as well as the company’s major category brands, such as IBM Watson, IBM Cloud, and IBM Services.
Since assuming this responsibility in 2013, Terry has built a multidisciplinary team of designers, brand strategists, and agency partners. Together they established IBM’s first comprehensive brand architecture. It defines and guides how the character of the IBM master brand and category brands are expressed through visual and graphic identity, naming, advertising, content, digital channels, events, and experiences. Recently, her team has led work to develop a unifying IBM design philosophy and language that spans marketing, digital, and product experiences.
Before assuming her current role, Terry played leadership roles in IBM’s Centennial in 2011, development of the IBM annual shareholder and corporate responsibility reports and in strategic communications programs.
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