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MAR 2007

Can't Sit Through a :30? How About a Five-Minute Ad?†

Brandweek, March 19, 2007 — Corporate videos aren't most people's idea of must-see TV, but a few brands are betting that consumers will seek them out on the Web. everal companies—including Hitachi, The Home Depot and IBM—are producing brief Internet-based documentaries in order to present their products and capabilities, tinged with touches of humanity. Subtlety is the watchword: In some of the videos making the rounds, the brand is not mentioned until two minutes in.

Category: Brand
Tags: Hitachi, Home Depot, Video
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MAR 2006

Case Study Hitachi†

Brand Strategy, March 8, 2006 — Hitachi is a brand that touches most people's lives, whether at home or work, but it has been lacking in recognition. Maeve Hosea looks at how the Japanese giant is raising awareness

Category: Brand
Tags: Hitachi, Corporate Branding
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