Silicon Graphics rethinks entire brand

Article Abstract:

Silicon Graphics is in the midst of a reorganization that has so far involved a new global agency, strategy and marketing chief. As part of its turnaround, it could also have a new logo and a new name. It has transferred its advertising account to McCann-Erickson Worldwide in San Francisco, CA, to take effect in Jul 1998. It has also appointed Richard Belluzzo in Jan 1998 as chairman and CEO, whose strategy is to relegate production of proprietary software and chips and focus on Visual PC workstations and servers.

Computers & Auxiliary Equip, Management, Silicon Graphics Inc., SGI

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Glitch tests CIMS brand

Article Abstract:

IntelliQuest's Computer Industry Media Study (CIMS) is the most comprehensive media research project in technology and is thus a major influence in computer advertising. Unfortunately, the 1995 CIMS was found to have a major flaw. As a result of a software glitch, it understated the number of purchasing determinants in the home PC market by 39%. IntelliQuest is already moving to correct this mistake to soothe marketers affected.

Computers, Research, IntelliQuest Inc., IQST

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Determine what's quantifiable: association finds out if IT service marketers reach benchmarks

Article Abstract:

Lexington, MA-based Information Technology Services Marketing Assn offers benchmarking services for the information technology industry. Benchmarking is relatively new in this field but it is a very powerful tool in marketing strategies, particularly with the evaluation of the effectiveness of the strategy. The most significant contribution of benchmarking is the quantification of marketing quality.

Marketing Management NEC, Evaluation, Marketing, Marketing management, Benchmarks, Benchmarking, Information Technology Services Marketing Association

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