We all share the ambition to become a utility in the eyes of our consumers. This achievement means consumers see our brands as more than simply distribution channels for products, rather useful relationships that fulfill a necessary purpose in our lives.  Join IBM’s Randi Stipes, VP of IBM Brand Marketing and CMO of The Weather Company as she gives a rare look under the umbrella of how The Weather Channel has become one of the most trusted brands in the U.S. including the brand and marketing approach her team has taken to make it such an important and addictive habit in the eyes of global consumers.