Can companies build brand awareness of their stock? Interviews with Siemens, BP, BEA Systems and Conoco as well as Barron's, WSJ.com and TheStreet.com
When I last wrote about corporate advertising (Investor Relations, March 2000), it wasn't difficult to find examples of companies executing campaigns with an eye toward investors as well as customers. Most obvious were the dot-coms, engaged in exorbitantly expensive self-promotion without actually identifying what products or services they were in the business of providing. The formula was simple - announce that you have a web business, and both consumers and investors would flock to support
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