Orange International: The Creation of a 21st Century Patent

Dan Izbicki

This is a follow-up to previous IPA papers in 1996 and 1998 describing the launch and growth of Orange into an immensely valuable international brand.
Agency: WCRSAuthor: Dan Izbicki

Orange International

The Creation of a 21st Century Patent

INTRODUCTION

Orange has been, without doubt, one of the most successful brand launches of the last decade. From the gloomy predictions that surrounded its launch in 1994, Orange has grown into the strongest contender to become the world's first truly universal communications brand. Such is its global potential that it has proved to be the catalyst for unprecedented corporate predation, a process which still has further to unfold. 

The contribution of advertising to this remarkable success story has already been well documented. The 1996...

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