Case study: differentiating a brand through direct engagement
Carole Lowe and Jasmine Skee
Five years ago, a new telecoms brand was announced. Today it is the largest mobile brand in the UK, with over 18 million customers. Considering O2's short life, the damning expectations at launch and the incredible competition it has faced, this is no mean feat.
O2set out to become the most 'enabling' brand in the marketplace, epitomised by its 'Can do' mantra, fresh-thinking attitude, and its values: bold, open, trusted and clear. Customers, not technology, were at the heart of the...