31. бренд Orange
нечто больше, чем
очередное
классическое рекламное
предложение
не просто
модные обещания
blah-blah-blah
32. бренд Orange
нечто больше, чем
очередное
классическое рекламное
предложение
а впервые
настоящие преимущества
для пользователей
33. бренд Orange
посекундная тарификация
в стоимость входит до 60
минут общения
5 простых тарифов
с бесплатной сменой
годовая гарантия с
заменой телефона в течение
2 часов
34. бренд Orange
философия Orange
Orange верит, что светлое будущее возможно
здесь и сейчас. Будущее, где мы помогаем людям
больше общаться и работать вместе.
Интересы людей для нас важнее, чем технологии.
Мы создаем простые и надежные сервисы
и остаемся для наших клиентов самой
дружелюбной, честной, открытой, современной
и динамичной компанией.
Editor's Notes
purpose
to provide an understanding of the Orange brand including its history and key elements
key message
the Orange brand was launched in 1994 with a DNA that is still true today, with a clear identity and tone of voice
top tips
the values section is optional, however they are an important part of the brand and relevant for everyone
if the people you are training are involved in design and communications we have specific identity modules to address their needs (extended brand identity)
So where did the Orange brand begin? What are the things that make up the Orange brand in how it looks, and how it behaves?
Firstly we need to step back in time to look at where it all began.
The launch was incredibly powerful and arguably changed the face of branding and advertising in the UK.
… but the launch of Orange was about more than just an iconic TV ad and end line…
The launch was incredibly powerful and arguably changed the face of branding and advertising in the UK.
… but the launch of Orange was about more than just an iconic TV ad and end line…
The style was matched with real substance with our innovative products and services, which at the time were unique to the mobile market. Of course, they were soon copied by most other operators.
Incidentally, this tangible delivery of our brand promise through the products and services we offer is a key part of our launch strategy in any new country. No matter how good the brand, these solid proof points are crucial to driving the business forward.
[And there was more… At the time we were also the only network to offer a digital network, 2 lines on one phone, answer phone as standard, free itemised billing, free peak-rate calls and a network performance promise that gave back customers up to a minutes talk time for any dropped calls.]
The style was matched with real substance with our innovative products and services, which at the time were unique to the mobile market. Of course, they were soon copied by most other operators.
Incidentally, this tangible delivery of our brand promise through the products and services we offer is a key part of our launch strategy in any new country. No matter how good the brand, these solid proof points are crucial to driving the business forward.
[And there was more… At the time we were also the only network to offer a digital network, 2 lines on one phone, answer phone as standard, free itemised billing, free peak-rate calls and a network performance promise that gave back customers up to a minutes talk time for any dropped calls.]
At the heart of every strong brand is a DNA – those fundamental elements that make a brand what it really is at it’s heart.
If we need to summarise what Orange is all about in just a few short words, here they are…
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