Building a brand leader
A Sky case study

Page 6: Conclusion

It’s not only a visual consistency that’s needed to keep Sky a strong brand – it’s also about really understanding and sharing the ambition of the company and about behaving in a Sky way.

New projects - such as the next stage in the development of Sky.com - will all need to be on brand. New staff will need to be introduced and immersed in the brand, so they really understand what it means to Sky and to them.

Sky’s brand gives the company focus, so Sky’s energies are channelled in a single direction, and so Sky continues to lead the way in multichannel television. As Tony Ball, Sky’s Chief Executive says:

'One thing’s for certain; the only way Sky will stay first is to keep looking beyond the horizon and thinking outside the box.'

Sky | Building a brand leader

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