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BtoB

Quantum launches branding campaign

Published on .

Milpitas, Calif.--Quantum Corp., a maker of computer storage devices, unveiled a new branding campaign by hanging a 40-by-40 banner in front of the New York Stock Exchange on July 26, the day the company moved its trading there from the Nasdaq exchange. The campaign positions Quantum's products as reliable, using the emblem of computer storage, the file folder, as a central image. The NYSE banner, for instance, featured a photograph of a May-December wedding couple accompanied by several file folders labeled "stocks," "bonds," "real estate," "insurance," "prenuptial agreement." The tagline reads, "If it's important to you, save it with us." The campaign broke in print on July 28 in the San Jose Mercury News followed the next day by an insertion in The Wall Street Journal. Other scheduled media include Business Week, computer trade publications and outdoor in Silicon Valley. The campaign was created by Goldberg Moser O'Neill, San Francisco.
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