Asia Pacific Mobile Alliance Brand Naming
Background
Client: NTT DoCoMo & seven other Asia Pacific mobile carriers
Dates: Summer 2006
Purpose: Asia Pacific mobile alliance brand naming
Roles: Creative Director, Consultant at Interbrand
Challenges
Creating an enticing, attractive mobile alliance brand for both B2B and B2C users
Managing a massive project team on the client side (8 carriers, 30 people, for one name!)
Creative Directions
- Core concept: Potential, Unlimited…
- Functional: Dynamic progression
- Customer-benefit: Empowered communication
- Aspirational: Charismatic leadership
The Result
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