Increasingly, businesses are using marketing less to build brand awareness and more to prove brand relevance. Jon Iwata, former chief brand officer at IBM, shares how he led the company's messaging and communications efforts through more than one technological transformation—strategies that have kept IBM as one of the most well-known and valuable brands in the world. Iwata argues that in order to survive, companies must craft and share their stories, own up to their mistakes, and build trust.

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