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Article: Digital Equipment Ad Campaign Pitches Brand Image.(Originated from The Boston Globe)
- Article from:
- Knight Ridder/Tribune Business News
- Article date:
- October 6, 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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Oct. 6--Digital Equipment Corp. is selling more than just computers and services in a new advertising campaign that debuts today. It's also pitching the Digital brand.
For years, Digital has suffered a poor reputation for marketing, despite its technology leadership in many areas.
One reason, explained senior vice president Bruce Claflin, is that Digital's past advertising campaigns often promoted just one aspect of the company's business and failed to tie together other attributes of Digital.
The new campaign, which follows a major structural reorganization of the company earlier this year, is part of broader effort to present ...