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A new Brand for a New Category: Paint it Orange
Author(s) -
Hamilton Doug,
Kirby Keith
Publication year - 1999
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1999.tb00239.x
Subject(s) - orange (colour) , marketing , business , advertising , service (business) , telecommunications , engineering , horticulture , biology
AFTER INVESTING hundreds of millions in the latest technology, a UK‐based company is about to launch a wireless telephone service. There are already a few well‐established competiors in the market. Nevertheless, the new entry creates a unique brand that within a year comes to dominate consumer awareness. Doug Hamilton and Keith Kirby explain how the success of Orange Personal Communications Services grew from a set of values that become the basis not only of its mark but also its services, communications, environments, and employee attitude.