In just two years O2's troubled predecessor, BT Cellnet, has been transformed into a vibrant brand and thriving business. The case is emblematic of how brand engineering can transform every facet of a business. It also demonstrates how astonishingly integrated communications have solved a key question facing marketeers today: how to build an attractive long-term brand whilst simultaneously driving short-term sales. O2's integrated approach has paid for itself more than 60 times over, generating £4,799m incremental margin for the business