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The right message
The right message
Oracle has become masterful at using basic messages to communicate the complicated nature of its products, as well as its vision and overall mission, to customers. (The company's slogan: "Hardware and software, engineered to work together.") It's not rocket science, but when it comes to complicated technology, basic messaging can be highly effective -- and is one way the company has been able to amass more market share in database services than its next two largest competitors, Microsoft and IBM, combined.


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Last updated March 31 2011: 7:05 AM ET
World's Most Admired Companies
Top 50 winners
Top 50 winners
Which companies have the best reputations? Apple tops the list for the third year in a row. Who else made the top 50 this year? More
Full list: 350 Most Admired
Full list: 350 Most Admired
Admiration from consumers is great, but the true test of respect is approval from the competition. See how 350 top companies rate in 9 key areas. More
8 green stars
8 green stars
Turning plants into bottles? Putting airline cabins on a diet? Meet 8 that are devising creative ways to make their firms greener. More
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