Let's face the truth. IBM is dead as a culture. The pride in the company is at an all time low. The loyalty and commitment to the company at an all time low. It's every man and woman for themselves. And the sense of a greater purpose is seriously missing. Good luck with this mission about culture.
Remember when saying you worked for IBM was something to be proud of? How long has it been since that was true for most of us? I don't have an exact answer, but it's been a while. Nobody cares anymore because this is no longer a company that deserves to be cared about.