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A successful company's brand is always in a state of transition, refinement and clarification. This is especially true of eBay. Such transition poses a difficult communications challenge: How should eBay engage their designers and writers in this strategic and visionary dialogue in a way that excites and energizes them?
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A "notebook" was developed that chronicled the unique ideas of how eBay became eBay. It drew clear parallels to the challenges of today, and provided examples to inspire tomorrow's solutions. The form of a notebook was intentionally chosen to communicate the evolutionary nature of the brand as a work-in progress and to provide a framework for each person to participate.
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