Vol. 9, No. 1, Winter 1998

Simon Jones, Director, Interbrand Newell and Sorrell

Revamping the brand of a major international corporation is a serious business challenge. Simon Jones details the difficult questions and innovative responses that were part of a multi-year research and development program to re-position the brand of British Airways. The process not only changes the graphic identity of the organization, it also changes how the airline conceives of its mission and personality and how it nurtures its new vision for the future.

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