"What's the beef?"

Take a look at Interbrand’s recently launched IQ (Intelligence Quotient) “initiative”. CEO Jez Frampton’s foreword describes the compendium as providing, “insight and guidance on the challenges of creating and managing world changing brands, to ensure longevity in the world’s dynamic and ever-evolving marketplace”. Nice.

The downloadable PDF is supported online via InterbrandIQ.com — which hosts expanded content, video interviews and other written thoughts, ideas and insights. 

Oh, and the front cover, as shown above, is an interior digital rendering of the Strata Tower which will soon open in Abu Dhabi.

“AT&T Rethink Possible” by @InterbrandNY

(via The Inspiration Room)

“AT&T has launched a rebranding advertising campaign, “Rethink Possible“, including television commercials, print and online ads, social media like Facebook, signs in stores and messages aimed at employees. The campaign plays down the letters “AT&T” and plays up the company’s globe logo. Craig Stout, senior creative director at Interbrand, New York, says that it is time to trust in the public’s recognition of the AT&T globe logo without the letters. “Recognition of the logo as the symbol of AT&T is “in the high 90 percentage” among consumers, and displaying it without the “AT&T” echoes the way Nike is recognized by its swoosh and Target by its target. The globe will frequently be displayed in different colors and styles.” The campaign is being supported online at www.att.com, Flickr, Twitter and Facebook.”

Credits:
Rebranding campaign by Interbrand (New York)
Advertising developed by BBDO (Atlanta and New York)