Any company is represented by people who work there. Microsoft = Bill, Steve, and many more people who have long history with the company.
IBM is loosing talents, changing directions and markets as often (or maybe more often) as it changes CEO. In my view, IBM is impersonal financial holding pushing its way through by an army of well-trained salesman.
Decade ago IBM was almost dead because of its arrogance. The American Express champion has saved it, but he is retired now.