Thursday, September 16, 2010

How was the phenomenal Orange brand built?

Thursday, September 16, 2010


The story is told on this 15 minute video describing Brand Building the Orange way.
It describes some unconventional gut-based decisions that were highly innovative at the time.
The idea was to create an optimistic, communal, aesthetically beautiful brand that people just wanted to be a part of. It was a wildly radical move at the time and has been widely copied since - think telus.
The presenters are both honest and self-serving, as it is part of an upcoming series from the UK-based IPA whose mission is to promote the value of communication agencies. So take it with a grain of salt but take it.

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Thursday, September 16, 2010

 

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