Business Services Industry
State Street Boston Seeks New Image in Name, Ad Campaign.(Originated from The Boston Globe)
Knight Ridder/Tribune Business News, March, 1997 by Stein, Charles
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 president of marketing.
As part of the new global push, the word Boston, part of the bank's...
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