Building a brand leader


 Introduction In a few years, British Sky Broadcasting has transformed the way people in Britain watch and use their television. Before Sky, people could never have imagined ordering a pizza or sending an email from their set. Today it’s an accepted thing. Part of Sky’s success has been in its brand – in defining what makes Sky special and in expressing that difference visually, in products and in the actions of people in the company. And that brand has become one of the company’s greatest…

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