Maria Winans
Chief Marketing Officer at Kyndryl
Expert insights
- We started to explore what I call territories. What is it that we do? What do our customers trust us for? What does this brand need to represent?
- The Kyndryl Way is our cultural platform. And we introduced three real purposeful behaviors… restless, empathetic, and devoted.
- What we needed to do is ensure that the brand still was what we’ve always done…for our customers, mission critical…but we needed to surround them in the new…now being part of an...
- We took the word kinship for partnership and the word tendril that symbolizes growth, and we put it together. And we said, tada, it’s Kyndryl
- Restless, empathetic, and the last word, very powerful, devoted. The Kyndryl Way became our cultural platform
- We needed to surround our customers. We introduced this whole notion of account-based marketing
- Don’t be afraid to feel discomfort. When you’re uncomfortable, you grow; be bold; don’t play it safe