Exploring the MarTech & CX Landscape
Building a brand from the ground up is a daunting task for any marketing leader, but imagine doing so for a newly spun-off company with 90,000 employees across 60 markets. This was the challenge Maria Winans, CMO of Kyndryl, embraced following the company’s separation from IBM.
What if rebranding wasn’t just about a new logo and tagline, but about transforming an 80,000-person company’s entire culture and strategy? What if brand became one of your most valuable tools for business reinvention? Today, I’m joined by Maria…
Every marketer loves a clean slate—right up until the moment the eraser squeaks across a whiteboard the size of a football field. Spinning out 90,000 employees, $18 billion of revenue, and decades of IBM heritage into a fresh-faced brand qualifies as one of those supersized whiteboards. That was the brief handed to Maria Winans when she became employee #2—and first CMO—of Kyndryl. Her task went far beyond designing a logo; she had to forge a business identity resilient enough to steady enterprise clients’ mission-critical systems yet flexible enough to grow in unpredictable directions.
