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Guest Lectures (Mark Radda (Best Cases (Orange (Reality (Name was not…

- - - - The third space next to home and work
    - - Excellence in Engineering
    - - Challenge convention
    - - Per second billing
      - 24hrs hotline
      - Logo on phones
      - Putting orange words on black billboards without name
      - Idea of optimism: how to make a terrible telecom experience more pleasant
      - Reality
        
        Name was not favoured by all (No complete leadership buy in)
        
        Horrible testing
        
        Idea of optimism came later, network was patchy, internal experience was sub-optimal
    - - After thorough testing: People hated logo
      - 50.000 people signed petition to remove logo
      - Sponsors liked it a lot (Adidas, Lloyds)
      - First time Paralympics shared the logo
    - - Singapore Hotel and Kambodia
      - Brand extension weakened branding power
        
        Dubai / Seychelles properties did not fit into identity
      - Employees
        
        Consensus workshops with employees around the world
        
        Book, telling raffle story was handed to each employee
        
        Posters with mission statement for staff
        
        Induction programme with HR
      - Identity: Luxury for the well-travelled, details such as signature drink and gin