Soap powder, with added logic: high-tech brands.(high-technology firms, such as Oracle, Sun Microsystems, and Cisco Systems, are advertising in order to make their products more widely known)(Brief Article)
Economist (US), The, December, 1997
High-tech firms that used to care nothing about advertising are suddenly spending a small fortune on building brands. Why?
THE hardware and software that drive computer networks are creating some of the world's most powerful companies. Yet all but a handful of these Titans are little known outside the high-tech business markets they operate in. Within the past few months, however, three of the biggest firms in the network-computing business-Cisco Systems, Oracle and Sun Microsystems-have separately concluded that their futures depend on winning admiration from a wider public. And they are counting on brands to broaden their appeal.
At first sight, this seems odd. In consumer markets, brands are everything. They reassure bewildered customers and help lift...
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