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.

"E-business is almost ubiquitous," Lisa Baird, IBM's vice-president for integrated marketing communications, told the FT. "We used all the equity, all the goodwill, and the awareness of e-business to launch a new vision for IBM and a new set of services and capabilities."

She adds that this new tactic will now allow IBM to talk about the need to transform business processes and the need to integrate technology with everything a business does. "E-business is more the capabilities, the offerings."

The new IBM corporate slogan will be more in tune with its revised profile as a result of its $3.5 billion acquisition of PricewaterhouseCoopers' consulting division in 2002.

-- WebCPA staff

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