Page 19 - Sphere No.7 (Oct 2002)

3G
I T’S HERE TO STAY
The brand is a charming new arrival –
modest but not self-effacing; confident
and composed.
All involved – from top manage-
ment to junior staffers throughout
Europe, Asia, Australia and beyond –
are guardians of 3. They embody – and
live by – its core values: Creative,
Human, Open, Simple, Positive and
Passionate. They aim to ensure that 3
delivers on its promises and maintains its
appeal over time.
“In the UK, the licence is for 20
years,” says Hamilton. “We are making
something that will live and prosper for
at least 20 years. We don’t have to
promise everything on day one; we have
to deliver everything that we promise
on day one.We don’t promise too much
at the beginning and risk disappoint-
ment but we promise enough to make
it exciting.
“The brand is not a chameleon, but
it has flexibility built in.
“Consider Madonna: She’s been
famous for around 20 years and she’s
been through a whole lexicon of per-
sonas.
“Someone asked her: ‘How come
you are always changing?’
“She said: ‘I never change, I just get
more revealing’.
“We’re on to something with this
brand that can become more and more
revealing over time. Not changing to
keep up with fashion and trends, but
confident enough to keep hold of the
worthwhile and change other things.”
“A word or image is symbolic when it
implies something more than its obvious
and immediate meaning. It has a wider
‘unconscious’ aspect that is never
precisely defined or explained. As the
mind explores the symbol, it is led to ideas
that lie beyond the grasp of reason.”
— Carl Jung
S PHERE
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