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- A New Aura For Gold
- World Gold Council requires a new positioning and global brand for gold lower than its market price. As, brand managers have hijacked gold for their own purposes, creating a world of ‘pseudo gold' in which products with limited intrinsic worth are given status by association with the world's most ancient...
- White papers 2002-04-01
- Branded Good – Four Greatest Sports-Related Brands Ever
- In today's market, branding is playing a major role in attracting customers. Good brands are based around ideas. They are as much about the way an organization does things as what they do. Great sports brands ultimately endure as ideas in people's minds. There are not as many great brands...
- White papers 2002-06-01
- Getting Off The Blocks In The Bidding Race
- Winning the bidding race to host a major world sporting event depends on an intricate mix of variables. These variables can range from tangible, measurable elements such as infrastructure, accommodation, stadia and media facilities to intangible, emotive factors such as image, reputation and star endorsement. As a result, cities have...
- White papers 2002-07-24
- Brand Health Warning
- Charities are growing up, and it is about time too. With donors more savvy, the media more unforgiving and the market more saturated, charities have to learn new ways of thinking and working - and they have looked to the private sector to learn how. Within this climate of change,...
- White papers 2002-09-01
- Branding The Old Heavies
- Branding remains a new game for utilities even ten years after privatization. Only since the opening of national retailing has the energy sector embraced new brands along with advertising and marketing. Branding was never an issue in the public sector because utilities were assumed big, solid government-backed enterprises that did...
- White papers 2002-10-04
- To Brand Or Not To Brand
- The focus of this article is whether to brand or not. Brand has arrived in the cultural world and is here to stay. Cultural organizations, like their commercial counterparts, are under the same pressure to stand up, stand out, and stand for something. The international cultural world is becoming increasingly...
- White papers 2002-12-20
- Brand Uncovered
- In response to the reported threat of imminent death, brands are changing. To those who said that they would not be able to survive the web, that consumers are no longer interested and that the death of logos could bring about a better form of capitalism, brands are presenting a...
- White papers 2002-08-01
- Brand Matters
- This article discusses that with the right tactics, even companies in the worst hit sectors can avoid disaster and maybe find new opportunities. These tactics must go beyond budget trimming, lay-offs, and crisis management. It takes imagination and creativity to survive. The importance of brand reflects a changed reality. For...
- White papers 2001-12-01
- Can A Sports Club Be A Brand?
- Brands are about ideas and strong brands have a clear point of view when they represent commercial potential. Commercial directors now recognize that their ‘product' has everything that a consumer brand manager would give their right arm for strong emotional associations such as passion, personality, and a core customer base...
- White papers 2002-04-01
- The Lie Detectors
- This white paper discusses that brands can be used to deceive us. In the past, corporations could disguise their bad behavior behind their brands. Some still do. However, with the massive growth of the Internet, all that is about to change. In the age of mass communication, the truth will...
- White papers 2001-09-01
Additional Resources
- TBWAMedia Arts, Rapp and Wolff Olins win Skype global advertising
- TBWAMedia Arts will work on the brand's above-the-line advertising business, Rapp will handle CRM and eCRM, as well as implementing the brand's creative campaigns in the US, and Wolff Olins will be responsible for creating Skype's global strategic branding. All three will aim to build a clear global brand proposition...
- News items 2009-10-07
- Washington Mutual Selects Wolff Olins as Brand Agency of Record
- SEATTLE -- Washington Mutual, Inc. (NYSE: WM) today announced it has selected Wolff Olins as its brand agency of record.
- Research articles 2005-10-25
- Big business and Labour can make a winning team: the Government cannot achieve its aim of a better society on its own. Advances will only come if it forms a coalition with big business. (Business).
- I'm afraid I have problems with the new name for PwC Consulting, the consultancy arm of audit and accountancy outfit PricewaterhouseCoopers. With the assistance of branding consultants from Wolff Olins, PwC is to be known henceforth as Monday. I'm afraid I have problems with...
- Research articles 2002-06-13
- TBWALondon to be removed from Skype account
- TBWA also holds the ad account for rival internet phone-service brand Vonage, which presents a conflict. It is understood that Vonage took issue with the Skype appointment. Jeremy Miller, communications director at TBWA Worldwide, said that Omnicom, parent company of the TBWA Group, was in the process of working out...
- News items 2009-11-11
- William Hill appoints The Brooklyn Brothers as its ad agency
- The company hired the agency after a final two-way pitch against agency MCBD. William Hill selected The Brooklyn Bothers to handle its UK advertising account, worth an estimated £5m, as it prepares for the 2010 FIFA World Cup. Previously, William Hill worked with Manchester agency BJL. It created a TV...
- News items 2009-11-17
- AOL's New Branding Trades Iconic Running Man For Goldfish
- AOL (NYSE: TWX) just released its new branding look—one consistent typography showing “Aol” with different “reveals” from various artists. The new identity fully debuts when AOL rings the bell to open the New York Stock Exchange Dec. 10. Images here; explanation after the jump. Release:AOL today previewed its new...
- External links 2009-11-23
- New AOL (or is it Aol.?) Logo Revealed
- AOL has shown off a new logo, which it considers a significant part of its new "brand identity." That is of course to go with its newfound independence from Time Warner. The logo is simple. Aol. That's it - capital A, lower-case o, lower case l, and a period."Our new...
- News items 2009-11-23
- Time to Overhaul Financial Sector PR
- Do you trust the firm you've entrusted your retirement savings to? I mean, really trust them? Because this week, if you don't, or if your investment manager was Lehman Bros., you're having a bad week, and you're looking at more of the same for awhile. And if...
- Blog posts 2008-09-24
- Lambie-Nairn
- In an article on 14 June on corporate branding The Indpendent incorrectly suggested that the O2 brand was devised by Wolff Olins. The company responsible was in fact Lambie-Nairn.
- Research articles 2002-06-17
- Gold Producers Raise Promotional Budget to Over $50 Million and Appoint Bartle Bogle Hegarty to Handle New Global Advertising Initiative
- Business Editors NEW YORK--BUSINESS WIRE--Jan. 24, 2001 The World Gold Council WGC announced today that it has appointed Bartle Bogle Hegarty BBH to spearhead the first stage of a new, long term promotional program in key global markets, including the United States. The appointment follows the development...
- Research articles 2001-01-24
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