What do an organizations values have to do with its corporate logo and brand name?
The essence of a leading brand is that it is able to inspire trust and confidence among its customers and the public. This creates what is known as a “halo” effect over all the company’s products and services. But that trust and confidence must be grounded in reality and supported by the values, beliefs and everyday actions of the company’s management and employees. OLG’s corporate values are integrity, respect and accountability. We apply them every day through our efforts to provide a quality gaming experience in a safe and responsible manner. That is the essence of our brand promise – to create excitement and possibility for customers within a safe and responsible gaming environment. How much is this brand makeover going to cost? The expenditures for the rebranding will be spent over a two-year period and our approach has been designed to minimize any incremental costs. The cost of the branding initiative includes the development of the new brand and logo, which involved focus group
