Making the BBC brand meaningful to a global audience

In the UK, everyone’s familiar with the BBC. In the rest of the world it’s a different matter, with plenty of scope for improvement in awareness, understanding and emotional bonding. This global initiative involved crystallising the meaning and appeal of the BBC for global audiences as a contemporary, multi-media, multi-platform brand.

The resulting positioning and identity – rooted in the concept of ‘Stimulating Company’ – serves to inspire a re-evaluation of the BBC brand for the majority outside the UK who think of it principally for news. ‘Rich stimulus’ helped to bring the brand positioning to life for research on four continents.

“Passionbrand bring a unique combination of strategic rigour, detailed approach and creative thinking. Throughout the process they were genuine partners who challenged our assumptions and delivered an imaginative but completely practicable solution.”Sarah Cooper, Chief Operating OfficerBBC Worldwide