London (May 21, 2004) -- IBM is dropping the red "e" symbol used in corporate advertising that it adopted in 1997 to signal its support of e-business, according to a report from the Financial Times here.

The company will now promote its "on-demand" business services by incorporating the word "on" into its logo, in a new global corporate marketing campaign designed by advertising agency Ogilvy & Mather, according to the article. The intent, says IBM, is to portray the company as a problem solver rather than a provider of particular computing services.

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