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A tool for managing brand assets
Author(s) -
Bedford Chris
Publication year - 2003
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.2003.tb00344.x
Subject(s) - business , brand management , marketing , corporate branding , brand identity , corporate identity , identity (music) , advertising , physics , acoustics
A Canadian telecommunications company with 26,000 employees who had come from numerous divisions and corporate acquisitions, TELUS determined that the best way to promote and manage its brand internally was to do it online. With a user‐friendly, content‐rich format and leadership from a team of brand stewards, the heavily used site has not only strengthened and unified the TELUS identity but also saved money.