Addison Whitney®
    Because a great brand is essential in a competitive marketplace.
    Because every great brand begins...
Count on our total commitment to branding you.
First, we make sure we know your organization – your goals, your
strategic ...
Sun Microsystems
  Sun Microsystems                                                                                  Put s...
Transamerica Reinsurance
    Transamerica Reinsurance
    Transamerica provides life, annuity, accident and health reinsur...
Microsoft Outlook
 Microsoft Outlook                                                                           Identify. C...
The Power of Integrated Specialization
It takes expertise in four distinct arenas to ensure successful brands. Addison
Olympus EndoTherapy
   Olympus EndoTherapy                                                                             Cre...
Olive Garden
 Olive Garden
 Darden Restaurants presented Addison Whitney with the challenge of updating the Olive
 Garden ...
Cypress Semiconductor
  Cypress Semiconductor                                                                          Tak...
Ask our partners                                         Barr Pharmaceuticals
Addison Whitney, Inc.
11006 Rushmore Drive
Suite 350
Charlotte, NC 28277 USA
tel 704•347•5700
fax 704•347•5703
Addison Whitney Corporate Brochure
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Addison Whitney Corporate Brochure

  1. 1. Addison Whitney® Because a great brand is essential in a competitive marketplace. Because every great brand begins with a unique premise. Because your brand must be part of your total strategy. Because no two companies are alike. In today’s increasingly competitive marketplace, your brand has to break through the clutter. It has to fully reflect the positioning of your company, product, or entire product line. It must reinforce your strategic plan. At Addison Whitney, we specialize in creating such brands, but we don’t do it alone. We firmly believe powerful branding takes partnership with you, which is why we cultivate productive relationships with clients. Working together, we repeatedly craft world-class brands that have immediate impact and long-term staying power. Focus. Specialization. Branding expertise. True expertise starts with specialization. That’s been our focus since 1991. Branding is our only job. We develop brand strategies carried out through verbal and visual branding that make sense for the future. We deliver brands that are validated by market research – brands that both your organization and your outside advertising and marketing specialists can successfully apply. 2
  2. 2. Count on our total commitment to branding you. First, we make sure we know your organization – your goals, your strategic position, and your corporate culture. Our experience in a variety of industries proves over and over again that for your brand to be truly powerful, it must be uniquely yours. Your brand must work as an inherent component of your marketing plans and strategies. It must communicate an idea and convey emotional relevance. It must provide value for your organization. To develop such a brand, we must work as a functional part of your unique organization, making the process of brand development efficient and effective. It takes this commitment for us to produce brands that repeatedly deliver success. 3
  3. 3. Sun Microsystems Sun Microsystems Put strength behind your brand. After reinventing itself as a centralized, solutions-focused organization, Sun A strong strategy produces a brand needed to apply the new business that can endure market swings and strategy to its brand portfolio. Addison industry slumps. It distinguishes you Whitney positioned Sun as a master from competitors and clearly conveys brand over a select portfolio of your message. sub-brands, prioritized by brand That’s where the systematic process equity. Addison Whitney established and logic-driven creativity of Addison guidelines to deter brand proliferation Whitney pay off. We analyze the while still allowing Sun to trademark marketplace, your current branding, its major innovations. and your company. We assess your brand equity, industry trends, audiences, and customer perceptions. We learn your goals and work to align all elements of the brand with one another and with the ongoing corporate vision. NetBank NetBank For you, that means every brand is based on an intelligent, innovative NetBank engaged Addison Whitney and effective brand strategy that to determine if the NetBank brand will define and position your brand for success. was strong enough to encompass its subsidiaries. Based on a brand equity assessment, Addison Whitney recommended and visually implemented a master brand strategy for NetBank to maintain a consistent brand message across channels and capitalize on its existing brand equity. Siemens Power Generation Siemens Power Generation Siemens enlisted Addison Whitney to develop a nomenclature strategy for its line of power generation products. Siemens acquired many assets that still bore the names of legacy companies. After conducting global research with target customers, Addison Whitney established Siemens as a global master brand, developing an intuitive alphanumeric naming system to unify the portfolio. 4
  4. 4. Transamerica Reinsurance Transamerica Reinsurance Transamerica provides life, annuity, accident and health reinsurance to financial services companies in Asia, Latin America, and North America. Transamerica approached Addison Whitney to create an overall brand message that was credible and compelling, but flexible enough to be sustainable. It expressed a need to bridge the gap between its customers’ expectations and their actual experience when working with Transamerica. Addison Whitney developed a message that speaks to all target audience groups and addresses their needs and concerns. Addison Whitney designed a complete presentation system to reinforce the “Knowledge. Experience. Performance. The Power of Insight.” message and present a consistent look to the end user. 5
  5. 5. Microsoft Outlook Microsoft Outlook Identify. Classify. Distinguish. Name. Microsoft approached Addison Whitney to name its desktop information management Names and taglines articulate the software. The creative team recommended essence of your brand. They convey the name Outlook, meaning “a place offering an idea while they evoke an a view.” This definition is ideal for the software emotional response. because users view all of the activities in one window. At Addison Whitney, names and taglines are born of strategy and bred of creativity. Our process begins with a focused analysis of your company, product or service so that we can determine the best directions for creative exploration. Once we define the creative landscape, we develop names and taglines that best capture and express your brand. We also evaluate them for potential linguistic pitfalls and assess them for trademark availability. Lexapro Lexapro Our process is creative, credible Forest Laboratories requested that and successful. Our deliverable is Addison Whitney create a brand for its a name or tagline that connects new treatment for depression. Addison with your audience and effectively Whitney created the Lexapro brand, communicates your brand’s message. allowing Forest Laboratories to build on the established equity of the Celexa name through the use of the shared “lexa” stem. Listerine PocketPaks Listerine PocketPaks Pfizer challenged Addison Whitney to create a brand name for its breakthrough oral care Listerine strips. The product needed a name that focused on its portability and effectiveness for today’s busy lifestyle. The Listerine PocketPaks name emphasizes the product’s miniature dispenser as well as its compactness. 6
  6. 6. The Power of Integrated Specialization It takes expertise in four distinct arenas to ensure successful brands. Addison Whitney brings you all four, and unlike many other firms, combines them into an integrated team. Working separately, our Brand Strategy, Verbal Branding, Visual Branding, and Market Research professionals focus their extensive experience on your project. These specialized departments then integrate their expertise at key junctures throughout your project. The result: maximum value and maximum branding results for you. 7
  7. 7. Olympus EndoTherapy Olympus EndoTherapy Create impact you can see. Olympus enlisted Addison Whitney to The Addison Whitney design team develop a new graphic identity and brings brands to life. We believe a tagline for the Olympus EndoTherapy strong visual brand is one that unites business. Addison Whitney created creative skill with strategic vision, a new, unified logo and tagline. enabling it to deliver powerful and “Beyond the Scope” aptly describes sustainable results for today’s the advanced technology of the competitive landscape. With a products, while the logo illustrates thorough knowledge of industry the attributes of the product line: trends, our designers are experts at innovation, quality and compatibility. translating data-driven research into effective visual identity solutions that resonate with target audiences and help capture valuable market share. We apply our design experience to carry your visual message throughout your entire system, from signage to Kellogg’s Kellogg’s stationery and standards, to packaging and collateral. The result: a unified Tiger Power Tiger Power identity program that conveys your unique position and appeal Addison Whitney assisted Kellogg’s in the marketplace. with the development of the Tiger Power name, validation research, and package design. The name, Tiger Power, speaks to the cereal’s nutritional benefits and also allows the brand to incorporate Tony the Tiger – a powerful endorsement for both parents and children. Propex Fabrics Propex Fabrics Propex Fabrics, formerly Amoco Fabrics and Fibers, invited Addison Whitney to develop its corporate identity, including logo, stationery system, and standards manual. The logo features an abstract representation of woven fabric integrated with the letter “O” to illustrate a connection to the fabrics industry. 8
  8. 8. Olive Garden Olive Garden Darden Restaurants presented Addison Whitney with the challenge of updating the Olive Garden corporate image with a warmer, more welcoming feel to complement its popular “Hospitaliano” restaurant concept. This objective required a visual brand that reflected the new positioning of an authentic, rustic, family-oriented restaurant. Addison Whitney tested several icons; however, the warm feel and vibrant colors of the grapes were a consistent favorite. The grape design reflects the new wine service and attracts a more sophisticated target audience while maintaining a fresh, wholesome look that appeals to family-oriented customers. The distinctive grape icon was implemented on signage, menus, placemats, take-out items, and promotional materials and serves as a memorable, stand-alone symbol for the restaurant chain. Addison Whitney also developed and implemented a corporate standards program to ensure consistent usage of the Olive Garden visual identity on all marketing collateral such as signage, menus, stationery, packaging, promotional materials, and clothing.
  9. 9. Cypress Semiconductor Cypress Semiconductor Take the guesswork out of success. After conducting extensive research for Cypress, Addison Whitney recommended a Effective market research drives new corporate positioning strategy to more and validates your brand decisions effectively differentiate Cypress from and gives you confidence in your competitors and capitalize on its existing brand’s power. Our expertise spans corporate strengths and external perceptions. global markets and includes Internet, Addison Whitney designed the strategy to telephone, and focus group methodologies. evolve as Cypress increasingly delivered on its new brand promise. Research, however, is only as good as survey design, sample selection, and interpretation. Our clients depend on Addison Whitney for reliable testing to introduce, manage and facilitate brand equity through all phases of a brand’s life cycle. From brand positioning, messaging and architecture to naming, tagline and design, our testing methodologies Honda Element Honda Element repeatedly prove successful. The result: brand strategies and Honda chose Addison Whitney to assist identities are validated through with the product nomenclature for its customized market research and positioned for success in new vehicle targeted at young males. the marketplace. Addison Whitney developed the brand name, Element, which focuses on maximum functionality. In essence, the brand is always in its own “element” and fits ideally into the lifestyle of the young, active audience. Advair Advair GlaxoSmithKline asked Addison Whitney to conduct the name validation research for its fluticasone propionate 100 mcg/salmeterol 50 mcg inhalation powder. Addison Whitney surveyed healthcare professionals to assess the name Advair and several other candidates for safety concerns and overall marketing appeal. 10
  10. 10. Ask our partners Barr Pharmaceuticals Christian Children’s Fund Janssen AmSouth Bank UPS TaylorMade Spalding NACS Hyundai where brand Cardinal Health Eli Lilly and Co. Lotus Software Medtronic Dial Novell building starts. Johnson & Johnson Radisys Miller Brewing Co. ConAgra Foods Polaroid Baxter Healthcare Kimberly-Clark Abbott Laboratories AMD Join our elite group of branding Peterbilt ITT Infineon Dr Pepper/Seven Up, Inc. Hobart Goodyear success stories. Use the power of our Sylvan Learning Center Sigma Alimentos Nabisco partnership to develop strong brands AstraZeneca XEROX Microsoft LexisNexis Black & Decker EMC that continue to gain equity. Neurochem Choice Hotels International Toshiba Russell Athletic Kendall-Jackson Citizens Bank Eastman Chemical Company SOLVAY Schering-Plough Sony General Motors Church & Dwight Co., Inc. Newisys Omnipoint BF Goodrich Robert Mondavi ShawCor Tetra Pak BD LSI Logic Dannon MediRisk Whirlpool American Cancer Society Acxiom Lundbeck Xilinx Motorola Amgen Food Lion Pactiv RBC Centura RR Donnelley DuPont Texas Instruments Food Products Association Bank of America Kellogg's Alkermes GE Hewlett-Packard Olive Garden On the Border Target LogicVision Lowe’s The Hershey Company Subaru Lucent Technologies Cominco Fertilizers BankAtlantic Sears LP Cypress Semiconductor Frito-Lay JPMorgan Chase GTSI Price Pfister Yamaha Ralston Purina Clariant Adams Golf McNeil Consumer Healthcare Symantec BP Amoco Renfro Hosiery Mills Co. Rayovac Experian Cognos Tropicana Darden Restaurants Dow AgroSciences Akzo Nobel Bridgestone Firestone J.M. Smucker Co. PerkinElmer Playtex Exelon The Coca-Cola Company BMC Software Shell Chemicals Häagen-Dazs Lockheed Martin Kawasaki MeadWestcavo Georgia-Pacific Wyndham Hotels & Resorts Ferring Pharmaceuticals Bahama Breeze W.R. Grace & Co 3Com Raytheon Campbell’s Flagstar Bank Entergy Brine Circuit City Bristol-Myers Squibb Holiday Inn Worldwide Bard Medical Signature Homestyles Philip Morris (Altria) Progress Software Indevus Pharmaceuticals American Express Irving Bible Church HP NOVARTIS Canon Heidelberg Kraft Foods Qwest OnMobile Bioelectronics OnStar Affymetrix Siemens Quintiles Transitional TAP Pharmaceutical Products Cooper Tire & Rubber Co. Skanska Ethicon Suzuki Novo Nordisk Union Pacific Medarex Global Restaurants StorageTek Accenture Brach's P&G Banner Pharmacaps Chiquita Maytag Glen Ellen Aramark Unocal Philips NetBank Duracell Compaq InKine-Salix MPS Group Sprint Scott Paper Unisys Panasonic Rexall Sundown Insmed Parke-Davis BIC Hitachi Boehringer Ingelheim Exabyte Ford Motor Co. LensCrafters Nielsen Bainbridge Mylan Laboratories Proctor & Gamble GlaxoSmithKline Honda OSRAM SYLVANIA Avon Mitsubishi Pharma Corporation National Semiconductor J.D. Edwards CompTIA NEC Genome Therapeutics R.J. Reynolds DecisionOne Kokusai MEDRAD Brinker International Takeda Sigma-Aldrich MacGregor Golf OSI Pharmaceuticals LifeCell Cobra Golf Pfizer Big Bowl SC Johnson Impax Laboratories Epson Toys “R” Us SENCO UCB Celgene Stanley ConvaTec Rubbermaid Ace King & Prince Seafood Heinz Burger King Coleman Oscient Pharmaceuticals Pfaltzgraff JDSU Hasbro Genworth Financial Nestlé Starwood Hotels & Resorts Maybelline Endo Pharmaceuticals Purdue Pharma Chiron May Department Stores BAE Systems Nike Tampa Maid Foods Goodrich St. Jude Medical AT&T Pioneer Stryker Marriott EATON Fruit of the Loom Brown-Forman Teva PPG Industries Agilent Technologies Merck & Co. Source Technology BellSouth Boston Scientific GRTA Informix Char-Broil Olympus Jack in the Box Carrier Myogen Guidant sanofi-aventis Parabon Computation Fortune Brands Bayer Magellan BANCAHSA Smokey Bones BBQ SunGard Pernod Ricard Anheuser-Busch Wrigley Hughes Network Systems BCBSNC Sky Financial Group IBM Ciba Animal Health Nexity Bank International Aero Engines ImaginOn Forest Laboratories Shire Biltmore Estate Labatt Breweries Allergan Clorox Kohler Telik Planters Master Lock DePuy Dow Sunbeam Lifesavers Starbucks Seagram Beverage Co. Alliant Foodservice Inc. Kodak SMART Technologies Pitney Bowes Unilever Sara Lee Dell Reynolds & Reynolds Washington Mutual Navistar Nextel Long John Silver's ALTANA Pharma Bausch & Lomb Top-Flite Golf General Mills Mandalay Resort Group Maxtor Hamilton Beach McKesson Bacardi Atlanta Bread Company Kids II Lexmark Roxio Discovery Communications - TLC RadioShack sanofi pasteur Avaya Physicians Mutual Nortel Colgate-Palmolive Biovail Transamerica Reinsurance Harper’s Restaurants Oracle Engelhard Shoppers Drug Mart Wyeth Roche Genzyme Ingersoll Rand Petrobras Corning Berlex
  11. 11. Addison Whitney, Inc. 11006 Rushmore Drive Suite 350 Charlotte, NC 28277 USA tel 704•347•5700 fax 704•347•5703