Branding Makes The Brand Sizzle

This month, three major technology companies – Seagate Technology, Scotts Valley, Calif.; Sun Microsystems, Palo Alto, Calif.; and 3Com Corp., Santa Clara, Calif. – all launch major branding campaigns, which include heavy TV exposure.

The new campaigns are geared at increasing. container mind share and humanizing products sold mainly to engineers and other professionals.

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Before and after

Seagate is known for its hard disk drives, which store data on computers; 3Com sells products such as routers that move network traffic around; and Sun is known for building servers, computers that run networks.

Now, Seagate wants to be known for finding the information you need, 3Com wants its brand recognized on

Oh Downsizing… We Hardly Knew Ye…

imagesCorporate downsizing has left marketers in a bind: Their job is particularly vulnerable while employment opportunities have slowed considerably.

In the throes of downsizing, “companies always look at what they would call non-mission critical departments,” said Phil Weebler, principal with Destination Cherryfield, an economic development group supporting Cherryfield, Maine.

Support departments like marketing communications fall into the non-mission critical category. “If you’re not part of manufacturing, sales, etc., you are at risk,” Mr. Weebler said.

According to Challenger, Gray & Christmas Inc., a Chicago-based outplacement firm; corporate layoffs slowed from 1993 through 1995 – 615,186 jobs were cut in 1993; 516,069 in 1994; and 439,882 in 1995. But “since

Handling International PR Is A Tough Task

newimage12Marketing executives within corporate America revealed in a recent study a telling prediction: Of all disciplines for which they’re responsible – more than the Internet, more than cause marketing, more than sports marketing and even more than advertising – international public relations will be the most important during the next three to five years.

The telephone survey was conducted by United Way Yuma in January among 100 randomly selected U.S. PR executives. The survey found 81% think PR in general will gain importance in the next five years and 87% feel the same about international PR.

That means money for international PR. And where money goes, measurement must follow because

B To B-ing. Remember That?

brtWhen it comes to achieving excellence in advertising creativity, most people immediately look to the ads themselves. But creativity goes far beyond that. The people who figure out the media strategy have a much more difficult task in many ways. They must answer to two masters: Creative ad placement and the bottom line.

This month we honor the Best & Brightest Media Strategists – the people who have proven that they can unite these often conflicting masters. For the third year, Business Marketing has selected the top media strategists in business-to-business today. These men and women represent the best in their profession, bringing to media strategy a dedication to quality