CLARK, Kevin

CLARK, Kevin
Program Director, Brand and Values Experience, IBM Corporate Communications


Kevin Clark is Program Director, Brand and Values Experience, IBM Corporate Communications. He is responsible for discovering and creating new ways for clients to interact with and experience IBM. He is also the global IBM Brand Experience Community Leader.

Clark is the first Program Director Emeritus for IBM Alumni Relations, responsible for creating an ecosystem of enduring affiliation and mutual benefit for current and former IBM employees leading a global organization known as The Greater IBM Connection. Before his current assignment he was Program Director, Brand Experience Strategy and Design, part of the IBM corporate marketing and strategy team. He joined IBM in Charlotte, North Carolina, in 1979.

Before joining the corporate staff, he was the Program Director, Market Intelligence and Business Development for IBM Personal Systems Group with four direct report managers, and a total staff of 60. He was also Brand Steward and portfolio architect of the IBM Think family of personal computer offerings, including IBM ThinkPad notebook computers, IBM ThinkCentre desktop computers, and IBM ThinkVantage Design and Technologies. The Think brand assets and management system were sold by IBM to Lenovo in the fall of 2004 for $1.6 billion.

Kevin is the author of Brandscendence: Three Essential Elements of Enduring Brands published by Dearborn Trade Press in 2004, and is a contributing author to several other books, including McGraw-Hill's Wireless Rules by Frederick Newell and Katherine Newell Lemon.

He is co-author of IBM's Think Strategy: melding business and brand strategy, appearing in the spring 2004 issue of Strategy and Leadership magazine, co-author of Experience Design that Drives Consideration for the Winter 2006 issue of Design Management Journal, and How IBM Innovates for the April 2006 issue cover story for PDMA Visions, the professional journal for the Product Development Management Association.

Kevin is an international speaker about brand strategy, customer experience design, and change management. He works with marketing experts, brand strategists, designers, academics, futurists, and members of the media about the wants and needs of customers, and emerging social and technology trends.

Kevin lectures regularly at Duke University Fuqua School of Business and the University of North Carolina at Chapel Hill. He has also lectured at Northwestern University, University of Colorado at Boulder, Fordham University, Pace University, and Keio and Chiba universities in Japan. He is certified in Spiral Dynamics, is a member of the Design Management Institute, is a member of the International Affairs Council, and has been a senior instructor for the IBM Marketing Management Institute. He is a graduate of the University of Tulsa with a Bachelor of Science Degree, School of Arts & Sciences, in Communications, 1978.

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