Visa vet Soderstrom guides 3Com's brand positioning

Elkin, Tobi
December 1999
Advertising Age;12/6/1999, Vol. 70 Issue 50, p52
Trade Publication
This article reports on the appointment of Jan Soderstrom as senior vice-president of marketing and brand management at 3Com Corp. in 1999. The company tapped Soderstrom to articulate and guide its brand positioning amid the welter of networking and electronic business hype in the high-technology industry. Soderstrom logged nearly 15 years at Visa International as executive vice president of marketing. In that job, she directed global brand management, oversaw Visa's Olympics sponsorship and developed the company's Internet presence. She served briefly as senior vice-president of global brand management at Charles Schwab & Co. before arriving at 3Com. Soderstrom expects to leverage 3Com's strength in customer-focused network connectivity solutions as a core principle.


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