Call me: Creating an unique brand DNA and product mix
To compete in the value-for-money segment with similar telco prices and products, Call Me needed to boost its overall perceived brand value and offerings. Strategisk branding konsulent. Bedste til strategi i København. Brand strategi. Strategisk branding konsulent.
Task
The telco company Call Me contacted CPH Strategy to get help boosting brand vitality and relevance - to increase awareness, consideration, and penetration. Our task was to identify a new Brand DNA for Call Me and to create a supporting, consumer-relevant product mix.
Competitive market
The Danish telco market is highly competitive, with price being a major factor in consumers' purchasing decisions. As a result, value-for-money telco brands are faced with the challenge of differentiating themselves with a meaningful message.
Solution
Together with the client, we identified a distinct, emotional, and relevant Brand DNA and product mix for Call Me - that will help the brand to stand out in the crowded Danish telco market – and create a meaningful impact on today’s customers.
To make sure that the strategic decisions resonate with the customers evolving needs., we conducted market research and several focus groups. Together with the analysis agency ‘It’s A Fact’, we also conducted a quantitative test to ensure that our new brand positioning and product mix had a broad appeal in the market.
The Business of Connectivity
All Telco companies are in the business of connectivity. But the way they choose to focus on connectivity in their Brand Positioning is different. The connectivity ladder shows different markets’ approaches going from a rational to a more emotional approach.
The Connectivity Ladder
As a telco company, you are in the business of connectivity, and can choose to focus on different connectivity levels in your brand positioning:
Easy to Connect: At this initial level, the focus is on making connections effortless and straightforward. with minimal barriers or technical challenges.
Stay Connected: Moving up the connectivity ladder, this level emphasizes the importance of staying connected and maintaining a continuous and reliable connection with your friends, family, and network. Staying connected is important for several reasons.
Connect Thoughtfully: At the highest level of the connectivity ladder, the emphasis shifts to considering the impact and consequences of your communication. This level highlights the need to connect with caution, mindfulness, and responsibility. Communication is what makes the world go round. It brings us closer to each other and keeps us connected. But, it is also communication that is pushing us apart. But, if we all connected more thoughtfully. Comment without cruelty. Tweet with respect. Call to say something nice. The world will be a better place.
It is in the DNA of Call Me to operate on the highest possible level of the connectivity ladder.
Why is connectivity so important?
Connectivity is important because it fulfills basic human needs for communication, social interaction, and information. It allows people to maintain relationships and share emotions & experiences and contributes to feelings of belonging, support, and well-being.
It provides access to information and resources, empowering individuals to learn, grow, and stay informed. But it also plays a crucial role in reducing isolation, promoting mental health, and facilitating personal and professional development.
Having a network of good relationships improves your well-being and can keep your mind active. Staying connected with others and participating in social activities can also increase your confidence and improve your feelings about yourself.
People who engage in meaningful and productive activities with others tend to live longer, improve their mood, and have a sense of purpose.
So connectivity matters!
Strategisk branding konsulent. bedste til strategi i København. brandstrategi. Strategisk branding konsulent. bedste til strategi i København. brandstrategi.