Brand positioning
What the AO stands for
The AO is all about development and growth. It is a global community of experts in a diverse range of fields, all dedicated to improving patient care.
Learning is at the core of the AO experience:
– learning to improve the way surgery is practiced
– learning how to respond better to patient needs
– learning to improve the materials, technologies, and
approaches used in surgery and post-operative care
– learning from each other and the best.
The AO as a brand also learns and develops.
Our brand values are based on one simple, strong statement:
Transforming Surgery—Changing Lives.
These values are at the core of the AO brand in all its visual and written expressins.
Our brand values reflect the standards that are at the heart of the AO community.
When we communicate, we do so in an evidence-based way, supporting our key values of excellence and transparency, and reinforcing our trusted relationship with all our audiences.
Our open-mindedness, focus on innovation, and endless appetite for crossing frontiers mean we can continuously redefine the level of treatment, training, and knowledge development.
We work with passion and camaraderie, and are inclusive in how we build relationships.
