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\u201cWe want to personify the Watson brand.\u201d But how do you personify a machine? That\u2019s one of the many challenges that Amber Armstrong faces on a daily basis as Director of Digital Amplification, Events, and Demand Generation and Customer Engagement for IBM Watson. We discussed all of this and more on this week\u2019s episode of the On Brand podcast.\nAbout Amber Armstrong\nAmber Armstrong\xa0is an IBM Director, Digital Amplification, Events, and Demand Generation and Watson Customer Engagement. Amber joined IBM in 2006. She is responsible for performance marketing for three of the Watson cognitive (artificial intelligence) brands \u2013 Watson Marketing, Commerce, and Supply Chain \u2014 leading all aspects of demand generation inclusive of marketing automation, proprietary and third-party events, digital and web marketing, and social media and influencer marketing.\nAmber maintains a robust external presence on social by engaging over 110K followers on Twitter. She led the broad social employee advocacy launch at IBM which now has over 4,000 IBM participants amplifying IBM and influencer content. She takes an intrapreneur mentality to bring innovation to IBM social and digital and is passionate about electrifying marketing technologists.\nShe has served in a variety of capacities including as marketing manager, manager of demand generation for the software and product innovation program, and program director. Prior to joining IBM, she worked in Marketing at LIS, Uniteq, and First Union.\nEpisode Highlights\nAs an Iowan, I had to share that my first exposure to IBM Watson was \u2026\xa0by seeing Iowan\xa0Ken Jennings bested by Watson\xa0on\xa0Jeopardy!\nHow to personify the Watson brand.\xa0\u201cWatson isn\u2019t a he or a she. It\u2019s a machine. But we want to position Watson as a helper. When you look at the commercials it shows Watson helping. Watson isn\u2019t taking over.\u201d\nHow are businesses using Watson?\xa0Amber told us about 1-80o-Flowers and their\xa0recommendation engine Gwyn, that helps customers select the right gift. Powered by Watson, of course.\nPreviously, Amber led employee engagement at IBM. Her quick tip?\xa0\u201cFind the right tech vendor. I have such a great feeling for Dynamic Signal. The right vendors have been through this before and know what to do.\u201d\nWhat brand has made Amber smile recently?\xa0Located in Austin, Amber is acutely aware of the struggles those in Texas are facing with Hurricane Harvey. The\xa0Amazon Smile\xa0donation program lived up to its name. It made her smile. She also likes that she can allocate dollars to charities she cares about like\xa0Austin Pets Alive.\nTo learn more,\xa0go to\xa0ibm.com/commerce\xa0to discover the three Watson brands that Amber manages.\nAs We Wrap \u2026\nBefore we go, I want to flip the microphone around to our community \u2026\nRecently,\xa0Christa A. Nelson\xa0gave us a shout on Twitter for our episode featuring\xa0Alan Alda.\xa0Thanks, Christa!\nDid you hear something you liked on this episode or another?\xa0Do you have a question you\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\n\n\nSubscribe to the podcast\xa0\u2013 You can subscribe to the show via\xa0iTunes,\xa0Stitcher, and\xa0RSS.\n\n\nRate and review the show\xa0\u2013 If you like what you\u2019re hearing, head over to\xa0iTunes\xa0and click that 5-star button to rate the show. And if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\n\n\nOK. How do you rate and review a podcast?\xa0Need a quick tutorial on leaving a rating/review in iTunes?\xa0Check this out.\n\n\nRegister now for Social Brand Forum 2017\xa0\u2014 September 14, 2017, at the Iowa Memorial Union featuring past On Brand guests Jason Falls, Marcus Sheridan, Melissa Agnes, and more.\xa0Learn more.\n\n\nRemember \u2013 On Brand is brought to you by my new book\xa0\u2014\xa0Get Scrappy: Smarter Digital Marketing for Businesses Big and Small.\xa0Order now at\xa0Amazon\xa0and check out\xa0GetScrappyBook.com\xa0for special offers and extras.\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices