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BRAND DNA BOOK
OVERVIEW
Working closely with Fitch over several months, we addressed the challenge of taking one of the UK’s best-known and most revered brands and injecting it with the vigour, boldness and passion the core brand values and today’s increasingly fragmented consumer demographic demand.
We planned and wrote what we call a Brand DNA Book –
an exercise we are increasingly providing for our clients.
In writing
the Dunlop Brand DNA book we were responsible for giving the brand a
non-visual voice, a distinctive tone and a uniquely British sense of
humour. Now used by Dunlop Brand Managers around the world, the Book has
become the blueprint for all current and future Dunlop brand
expressions.
www.dunloptyres.co.uk
