Download - Addison Whitney Corporate Brochure
In today’s increasingly competitive marketplace, your brand has to
break through the clutter. It has to fully reflect the positioning of your
company, product, or entire product line. It must reinforce your
strategic plan.
At Addison Whitney, we specialize in creating such brands, but we don’t
do it alone. We firmly believe powerful branding takes partnership with
you, which is why we cultivate productive relationships with clients.
Working together, we repeatedly craft world-class brands that have
immediate impact and long-term staying power.
Focus. Specialization. Branding expertise.
True expertise starts with specialization. That’s been our focus since
1991. Branding is our only job. We develop brand strategies carried out
through verbal and visual branding that make sense for the future.
We deliver brands that are validated by market research – brands that
both your organization and your outside advertising and marketing
specialists can successfully apply.
Addison Whitney®
Because a great brand is essential in a competitive marketplace.
Because every great brand begins with a unique premise.
Because your brand must be part of your total strategy.
Because no two companies are alike.
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Count on our total commitment to branding you.
First, we make sure we know your organization – your goals, your
strategic position, and your corporate culture. Our experience in a
variety of industries proves over and over again that for your brand
to be truly powerful, it must be uniquely yours.
Your brand must work as an inherent component of your marketing
plans and strategies. It must communicate an idea and convey
emotional relevance. It must provide value for your organization.
To develop such a brand, we must work as a functional part of your
unique organization, making the process of brand development efficient
and effective. It takes this commitment for us to produce brands that
repeatedly deliver success.
Siemens Power Generation
NetBank
Sun Microsystems
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Put strength behind your brand.
A strong strategy produces a brandthat can endure market swings andindustry slumps. It distinguishes youfrom competitors and clearly conveys your message.
That’s where the systematic processand logic-driven creativity of AddisonWhitney pay off. We analyze themarketplace, your current branding,and your company. We assess yourbrand equity, industry trends,audiences, and customer perceptions.We learn your goals and work to alignall elements of the brand with oneanother and with the ongoingcorporate vision.
For you, that means every brand isbased on an intelligent, innovative and effective brand strategy that will define and position your brandfor success.
After reinventing itself as a centralized,
solutions-focused organization, Sun
needed to apply the new business
strategy to its brand portfolio. Addison
Whitney positioned Sun as a master
brand over a select portfolio of
sub-brands, prioritized by brand
equity. Addison Whitney established
guidelines to deter brand proliferation
while still allowing Sun to trademark
its major innovations.
Siemens enlisted Addison Whitney to develop
a nomenclature strategy for its line of power
generation products. Siemens acquired
many assets that still bore the names of legacy
companies. After conducting global research
with target customers, Addison Whitney
established Siemens as a global master brand,
developing an intuitive alphanumeric naming
system to unify the portfolio.
Siemens Power Generation
NetBankNetBank engaged Addison Whitney
to determine if the NetBank brand
was strong enough to encompass
its subsidiaries. Based on a brand
equity assessment, Addison Whitney
recommended and visually
implemented a master brand strategy
for NetBank to maintain a consistent
brand message across channels and
capitalize on its existing brand equity.
Sun Microsystems
Transamerica Reinsurance
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Transamerica ReinsuranceTransamerica provides life, annuity, accident and health reinsurance to financial
services companies in Asia, Latin America, and North America. Transamerica approached
Addison Whitney to create an overall brand message that was credible and compelling,
but flexible enough to be sustainable. It expressed a need to bridge the gap between its
customers’ expectations and their actual experience when working with Transamerica.
Addison Whitney developed a message that speaks to all target audience groups and
addresses their needs and concerns.
Addison Whitney designed a complete presentation system to reinforce the “Knowledge.
Experience. Performance. The Power of Insight.” message and present a consistent look
to the end user.
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Identify. Classify. Distinguish. Name.
Names and taglines articulate theessence of your brand. They convey an idea while they evoke an emotional response.
At Addison Whitney, names andtaglines are born of strategy and bredof creativity. Our process begins with a focused analysis of your company,product or service so that we candetermine the best directions forcreative exploration. Once we definethe creative landscape, we developnames and taglines that best captureand express your brand. We alsoevaluate them for potential linguistic pitfalls and assess themfor trademark availability.
Our process is creative, credibleand successful. Our deliverable is a name or tagline that connects with your audience and effectivelycommunicates your brand’s message.
Microsoft OutlookMicrosoft OutlookMicrosoft approached Addison Whitney to
name its desktop information management
software. The creative team recommended
the name Outlook, meaning “a place offering
a view.” This definition is ideal for the software
because users view all of the activities in
one window.
LexaproLexaproForest Laboratories requested that
Addison Whitney create a brand for its
new treatment for depression. Addison
Whitney created the Lexapro brand,
allowing Forest Laboratories to build
on the established equity of the Celexa
name through the use of the shared
“lexa” stem.
Listerine PocketPaksPfizer challenged Addison Whitney to create
a brand name for its breakthrough oral
care Listerine strips. The product needed a
name that focused on its portability and
effectiveness for today’s busy lifestyle. The
Listerine PocketPaks name emphasizes the
product’s miniature dispenser as well as
its compactness.
Listerine PocketPaks
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The Power of Integrated SpecializationIt takes expertise in four distinct arenas to ensure successful brands. AddisonWhitney brings you all four, and unlike many other firms, combines them into anintegrated team.
Working separately, our Brand Strategy, Verbal Branding, Visual Branding, andMarket Research professionals focus their extensive experience on your project.These specialized departments then integrate their expertise at key juncturesthroughout your project.
The result: maximum value and maximum branding results for you.
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Create impact you can see.
The Addison Whitney design team
brings brands to life. We believe a
strong visual brand is one that unites
creative skill with strategic vision,
enabling it to deliver powerful and
sustainable results for today’s
competitive landscape. With a
thorough knowledge of industry
trends, our designers are experts at
translating data-driven research into
effective visual identity solutions that
resonate with target audiences and
help capture valuable market share.
We apply our design experience to
carry your visual message throughout
your entire system, from signage to
stationery and standards, to packaging
and collateral. The result: a unified
identity program that conveys
your unique position and appeal
in the marketplace.
Olympus EndoTherapyOlympus enlisted Addison Whitney to
develop a new graphic identity and
tagline for the Olympus EndoTherapy
business. Addison Whitney created
a new, unified logo and tagline.
“Beyond the Scope” aptly describes
the advanced technology of the
products, while the logo illustrates
the attributes of the product line:
innovation, quality and compatibility.
Kellogg’sTiger Power
Kellogg’s Tiger PowerAddison Whitney assisted Kellogg’s
with the development of the Tiger
Power name, validation research,
and package design. The name,
Tiger Power, speaks to the cereal’s
nutritional benefits and also allows
the brand to incorporate Tony the Tiger
– a powerful endorsement for both
parents and children.
Propex FabricsPropex Fabrics, formerly Amoco Fabrics and
Fibers, invited Addison Whitney to develop
its corporate identity, including logo, stationery
system, and standards manual. The logo
features an abstract representation of woven
fabric integrated with the letter “O” to illustrate
a connection to the fabrics industry.
Propex Fabrics
Olympus EndoTherapy
Olive GardenOlive GardenDarden Restaurants presented Addison Whitney with the challenge of updating the Olive
Garden corporate image with a warmer, more welcoming feel to complement its popular
“Hospitaliano” restaurant concept. This objective required a visual brand that reflected
the new positioning of an authentic, rustic, family-oriented restaurant. Addison Whitney
tested several icons; however, the warm feel and vibrant colors of the grapes were a
consistent favorite.
The grape design reflects the new wine service and attracts a more sophisticated target
audience while maintaining a fresh, wholesome look that appeals to family-oriented
customers. The distinctive grape icon was implemented on signage, menus, placemats,
take-out items, and promotional materials and serves as a memorable, stand-alone
symbol for the restaurant chain. Addison Whitney also developed and implemented a
corporate standards program to ensure consistent usage of the Olive Garden visual
identity on all marketing collateral such as signage, menus, stationery, packaging,
promotional materials, and clothing.
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Take the guesswork outof success.
Effective market research drives and validates your brand decisionsand gives you confidence in yourbrand’s power. Our expertise spansglobal markets and includes Internet,telephone, and focus groupmethodologies.
Research, however, is only as good assurvey design, sample selection, andinterpretation. Our clients depend on Addison Whitney for reliabletesting to introduce, manage andfacilitate brand equity through allphases of a brand’s life cycle. Frombrand positioning, messaging andarchitecture to naming, tagline anddesign, our testing methodologies repeatedly prove successful. The result: brand strategies andidentities are validated throughcustomized market research and positioned for success in the marketplace.
Cypress SemiconductorCypress SemiconductorAfter conducting extensive research for
Cypress, Addison Whitney recommended a
new corporate positioning strategy to more
effectively differentiate Cypress from
competitors and capitalize on its existing
corporate strengths and external perceptions.
Addison Whitney designed the strategy to
evolve as Cypress increasingly delivered on
its new brand promise.
Honda ElementHonda ElementHonda chose Addison Whitney to assist
with the product nomenclature for its
new vehicle targeted at young males.
Addison Whitney developed the brand
name, Element, which focuses on
maximum functionality. In essence,
the brand is always in its own
“element” and fits ideally into the
lifestyle of the young, active audience.
AdvairGlaxoSmithKline asked Addison
Whitney to conduct the name
validation research for its fluticasone
propionate 100 mcg/salmeterol 50 mcg
inhalation powder. Addison Whitney
surveyed healthcare professionals to
assess the name Advair and several
other candidates for safety concerns
and overall marketing appeal.
Advair
SonyBF GoodrichLSI LogicAcxiomFood LionTexas InstrumentsGELogicVisionCominco FertilizersFrito-LayRalston PurinaBP AmocoTropicanaJ.M. Smucker Co.BMC SoftwareMeadWestcavoW.R. Grace & CoEntergyBard MedicalAmerican ExpressHeidelbergOnStarCooper Tire & Rubber Co.Union PacificBrach'sGlen EllenDuracellScott PaperParke-DavisFord Motor Co.GlaxoSmithKlineNational SemiconductorR.J. ReynoldsTakedaCobra GolfEpsonStanleyHeinzJDSUMaybellineBAE SystemsAT&T Fruit of the LoomMerck & Co.InformixMyogenBayerPernod RicardSky Financial GroupImaginOnAllerganMaster LockStarbucksPitney BowesWashington MutualBausch & Lomb Hamilton BeachLexmarkAvayaTransamerica ReinsuranceShoppers Drug MartIngersoll Rand
General MotorsRobert MondaviDannonLundbeckPactivFood Products AssociationHewlett-PackardLowe’sBankAtlanticJPMorgan ChaseClariantRenfro Hosiery Mills Co.Darden RestaurantsPerkinElmerShell ChemicalsGeorgia-Pacific3ComBrineSignature HomestylesIrving Bible ChurchKraft FoodsAffymetrixSkanskaMedarexP&GAramarkCompaqUnisysBICLensCraftersHondaJ.D. EdwardsDecisionOneSigma-AldrichPfizerToys “R” UsConvaTecBurger KingHasbroEndo PharmaceuticalsNikePioneerBrown-FormanSource TechnologyChar-BroilGuidantMagellanAnheuser-BuschIBMForest LaboratoriesCloroxDePuySeagram Beverage Co.UnileverNavistarTop-Flite GolfMcKessonRoxioPhysicians MutualHarper’s RestaurantsWyethPetrobras
Barr PharmaceuticalsChristian Children’s FundSpaldingCardinal HealthMedtronicJohnson & JohnsonRadisysKimberly-ClarkPeterbiltDr Pepper/Seven Up, Inc.Sylvan Learning CenterAstraZenecaLexisNexisNeurochemRussell AthleticEastman Chemical CompanyChurch & Dwight Co., Inc.ShawCorMediRiskXilinxRBC CenturaBank of AmericaOlive GardenThe Hershey CompanySearsGTSIAdams GolfRayovacDow AgroSciencesPlaytexHäagen-DazsWyndham Hotels & ResortsRaytheonCircuit CityPhilip Morris (Altria)HPQwestSiemensEthiconGlobal RestaurantsBanner PharmacapsUnocalInKine-SalixPanasonicHitachiNielsen BainbridgeOSRAM SYLVANIACompTIAKokusaiMacGregor GolfBig BowlSENCORubbermaidColemanGenworth FinancialPurdue PharmaTampa Maid FoodsStryker Teva BellSouthOlympussanofi-aventisBANCAHSAWrigleyCiba Animal HealthShire KohlerDowAlliant Foodservice Inc.Sara LeeNextelGeneral MillsBacardiDiscovery Communications - TLCNortelOracleRocheCorning
JanssenAmSouth BankNACSEli Lilly and Co.DialMiller Brewing Co.ConAgra FoodsAbbott LaboratoriesITTHobartSigma AlimentosXEROXBlack & DeckerChoice Hotels InternationalKendall-JacksonSOLVAYNewisysTetra PakWhirlpoolMotorolaRR DonnelleyKellogg'sOn the BorderSubaruLP Price PfisterMcNeil Consumer HealthcareExperianAkzo NobelExelonLockheed MartinFerring PharmaceuticalsCampbell’sBristol-Myers SquibbProgress SoftwareNOVARTISOnMobileQuintiles TransitionalSuzukiStorageTekChiquitaPhilipsMPS GroupRexall SundownBoehringer IngelheimMylan LaboratoriesAvonNECMEDRADOSI PharmaceuticalsSC JohnsonUCB AceOscient PharmaceuticalsNestléChironGoodrichMarriottPPG IndustriesBoston ScientificJack in the BoxParabon ComputationSmokey Bones BBQHughes Network SystemsNexity BankBiltmore EstateTelikSunbeamKodakDellLong John Silver'sMandalay Resort GroupAtlanta Bread CompanyRadioShackColgate-PalmoliveEngelhardGenzymeBerlex
UPSTaylorMadeHyundaiLotus SoftwareNovellPolaroidBaxter HealthcareAMDInfineonGoodyearNabiscoMicrosoftEMCToshibaCitizens BankSchering-PloughOmnipointBDAmerican Cancer SocietyAmgenDuPontAlkermesTargetLucent TechnologiesCypress SemiconductorYamahaSymantecCognosBridgestone FirestoneThe Coca-Cola CompanyKawasakiBahama BreezeFlagstar BankHoliday Inn WorldwideIndevus PharmaceuticalsCanonBioelectronicsTAP Pharmaceutical ProductsNovo NordiskAccentureMaytagNetBankSprintInsmedExabyteProctor & GambleMitsubishi Pharma CorporationGenome TherapeuticsBrinker InternationalLifeCellImpax LaboratoriesCelgeneKing & Prince SeafoodPfaltzgraffStarwood Hotels & ResortsMay Department StoresSt. Jude MedicalEATONAgilent TechnologiesGRTACarrierFortune BrandsSunGardBCBSNCInternational Aero EnginesLabatt BreweriesPlantersLifesaversSMART TechnologiesReynolds & ReynoldsALTANA PharmaMaxtorKids IIsanofi pasteurBiovail
Ask our partnerswhere brandbuilding starts.Join our elite group of brandingsuccess stories. Use the power of ourpartnership to develop strong brandsthat continue to gain equity.
Addison Whitney, Inc. 11006 Rushmore DriveSuite 350 Charlotte, NC 28277 USA tel 704•347•5700fax 704•347•[email protected]