Credit Card size plastic cards that listed key attitudes IBM Software sales executives wanted to instill in their widely dispersed sales force. The Culture Card was distributed in a "wedding invitation" style letter from the group vice president. A brandmark was also designed for the campaign and a sticker was created team members could affix to their employee ID badges was included in the mailing. The campaign was a huge success and was recognized as a key reason the sales team was able to produce results that exceeded their assigned objectives.
