Context 05 Brand Promise 08 Brand Pillars 09 Behaviors 10 Ambition Communities 11 Be Equal Allies 12 Partner Program 14 Social Strategy 17 Calendar 18 “Men and women will do the same kind of work for equal pay. They will have the same treatment, the same responsibilities, and the same opportunities for advancement.” Thomas Watson Sr. 1935 Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 4