Question

Topic: Branding

Need Help On Re-energizing The Brand

Posted by Anonymous on 7/3/2008 at 9:36 PM ET 125 Points
Need help in reenergizing the brand of a telco, particularly for cellular phones. The brand has been successfully launched but the brand awareness went down, which affected sales. the competitor was rebranded and relaunched via a "more value" campaign. need help to review the brand essence and eventually come up with a long-term strategy for the brand. we want to know the hearts and minds of the people and get insights from them to know how we can re-energize the brand. maybe you can help us out with optimistic, realistic and pessimistic plans for this.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 7/4/2008 at 9:04 AM Member
    If you have a store, find out why people have come in.

    Contact your existing clients, to find out why they chose you and why they continue to use you.

    Contact clients that have recently left you, and find out why they left.

    Identify your target market (you have a marketing strategy, right?) and randomly sample them to find out their needs and perceptions.
  • Posted by matthewmnex on 7/7/2008 at 12:03 AM Accepted
    You mention some key words in your question.

    'Eventually' ?? come up with a 'Long Term'.

    What does eventually mean? Next week? next year? maybe never :))

    Ok a Long term brand strategy makes sense but your competitor is killing you now, so you need a 'short term fix' NOW and look at the long term strategy as whole later.

    Ask your self and your team is it a 'branding' issue? or a 'sales' issue?

    It is very very important to clearly understand the difference. Just because one brand runs a major discount promo to win clients now, does not necessarily mean they will keep those clients in the long term.

    From a brand positioning perspective; Clearly understand your own core brand values and philosophy. How does it differ from that of your competitor? is the competitors long term strategy different from yours in any meaningful way? is it better or worse?

    It is perfectly possible to run short term 'sales' campaigns without destroying your brand values if it is done in the correct manner.

    Good consumer sampling is always important and often the best way to get this is to talk to your own sales staff on the ground. They will tell you what the objections of the customers are and you can then formulate a strategy to combat those objections.

    There are so many elements to why a user chooses a mobile service plan so you have to look at all of them

    price per month
    amount of data consumable
    up front cash outlay now
    handsets choices !!!!! (a very big one)
    How easy is it to get out once im in ?? (People want flexibility to change fast - they don't want to be locked into a plan or a handset for 2 years any more).
    etc etc etc. You already now all of these anyway i am sure.

    Whilst brand is still important - nowadays, it is far less important than it was just 5 or 6 years ago when it comes to choosing a mobile carrier. people want reliability and service yes - but the truth is that almost all the companies do that so well now that Price and Flexibility to change are much greater deciding factors for users.

    I hope some of these thoughts are useful for you. Please don't hesitate to get in touch if you want more :)

    matthewanxa at gmail dot com
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