Icons Michael Jordan, IBM journey the comeback trail

Article Abstract:

Michael Jordan lamented on the fact that many of today's young players are not giving NBA fans what they want. He warned that it was only a matter of time when such arrogance will erode basketball's appeal to fans. Jordan's statement can be likened to IBM, which had seen its dominant market share erode because of poor customer relations. However, IBM Chmn. Louis V. Gerstner, Jr. has engineered a management and marketing restruction aimed at improving the company's ability to respond to its clients. IBM developed a new streamlined procurement, delivery and maintenance program for personal computers.

Computers, Sports Teams and Clubs, Sports clubs, managers, & promoters, Professional Basketball, Marketing, International Business Machines Corp., Beliefs, opinions and attitudes, Jordan, Michael

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Brand positioner Brooks joins Digital

Article Abstract:

Digital Equipment Corp. has selected Jeffrey Brooks as its new vice-president for marketing communications. In his new position, Brooks will be responsible for Digital Equipment's international branding, advertising and marketing communications efforts. Prior to his appointment, Brooks served for 17 years with Sony Corporation of America. He hopes to improve Digital Equipment's business-to-business strategy.

Computers & Auxiliary Equip, Officials and employees, Appointments, resignations and dismissals, Brooks, Jeffrey

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Ad blitz recasts corporate image: Digital emphasizes creative solutions in its 'imagine' campaign

Article Abstract:

Digital Equipment Corp is undertaking a major coporate branding campaign with the theme 'Putting Imagination to Work'. It aims to emphasise its dedication to finding creative solutions for customers. The company has spent $18.7 million on print ads for the first six months of 1993, down 39% against 1992, but its Imagine theme creates a more uniform appearance in the wake of its corporate restructuring.

Computer peripheral equipment, not elsewhere classified, Advertising

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