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