Case Study - Orange gets a taste of Israel - Orange's choice of Israel as the destination for its fourth international brand forum drew inspiration from the past as it looked to the future
25 October 2000
by JENNIFER CREEVY
For a brand which places so much emphasis on the future, staging an event in ancient surroundings seems an unlikely scenario. But this is exactly what mobile phone network Orange did when it held its fourth international brand forum in Jerusalem to discuss its strategy and performance.
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