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The Power of One: Rebuilding the Digital Brand
Author(s) -
Bouchenoire Jean
Publication year - 1998
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1998.tb00188.x
Subject(s) - confusion , globe , variety (cybernetics) , power (physics) , identity (music) , advertising , business , brand identity , marketing , public relations , aesthetics , political science , psychology , computer science , art , physics , quantum mechanics , artificial intelligence , neuroscience , psychoanalysis
DIGITAL WAS HAVING AN identity problem. Business units around the globe interpreted the brand in different ways. Products were sometimes barely associated with the company. Visuals appeared with a variety of texts and in many formats. If people were bewildered, it was easy to understand why. Jean‐Léon Bouchenoire outlines what he and his colleagues did to resolve the confusion and the strategic thinking behind their efforts.