✍ Scribed by Mark Purvis
No coin nor oath required. For personal study only.
Having assembled the biggest conglomerate in the global pump industry, ITT Industries has marked the completion of its identity transformation with what is probably the biggest advertising campaign in the history of the pump industry. Over the next three years ITT will spend $16 million on print, broadcast and Internet advertising in order to promote its new corporate identity -graphically represented by a new logo comprising the I, T and T locked together in a building block motif.
The greatest visibility will come from TV ads, w i t h fish, crabs seals and turtles singing the Hallelujah Chorus from Handel's Messiah, which are currently showing primarily on CNN and CNBC. Backing these up will be print ads in such weighty periodicals as the Wall Street Journal, the Financial Times, the N e w York Times, Fortune, Forbes and The Economist.
But is corporatc identity w o r t h all this investment? Some of the suggested benefits include boosting sales, improving employee morale and
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