"You want that name to become part of the vernacular," Goldstein says, and he feels like the O2 has.
Part of the reason it worked so well is because O2 got into the stadium from the ground up, says Goldstein. "We're not splashing up signs and logos, we're incorporating our brand as part of the core component," Goldstein says.
Now, O2 wants to build on the brand strength it has gained from the deal. Goldstein says the company plans to name new buildings in Hamburg and Berlin.
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