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Article: State Street Boston Seeks New Image in Name, Ad Campaign.(Originated from The Boston Globe)
- Article from:
- Knight Ridder/Tribune Business News
- Article date:
- March 13, 1997
- Author:
CopyrightCOPYRIGHT 1997 Knight-Ridder/Tribune Business News. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Mar. 13--State Street Boston Corp. yesterday unveiled a new name, logo, slogan, and television advertising campaign, all designed to give the company a new image in the financial world.
The slogan -- "Serving Institutional Investors Worldwide," is the unifying theme of the strategy. Instead of a bank or a diversified financial services company, State Street is trying to position itself as a firm that caters to the needs of institutional investors -- a catchall term that includes pension funds, mutual funds, and insurance companies.
"No other financial services company is specifically dedicated to that task," said Gregory Ahern, senior vice ...