The Ericsson Brand Strategy
The ericsson Brand Strategy
January 15, 2010
agenda
Introduction › Background › Objective › Our starting point Brand Strategy › Brand idea › Brand objectives
2009-10-21
BACKGROUND
We live in truly exciting yet tough times
› Leadership position in the industry › Led in the introduction of voice connectivity to the world › We are now doing the same with broadband › Taken some ground breaking deals...Sprint, Verizon... › Contributing to big world agendas
2009-10-21
Technological revolution propagates in two different periods INSTALLATION DEPLOYMENT
Source: Professor Carlota Perez Universities of Cambridge, Tallinn and Sussex
Turning point
More efficiently solving old problems - winners among old players
Applying paradigm to innovate across society – new winners
Time 20-30 years 20-30 years
BROADBAND IS AT THE TURNING POINT
2009-10-21
Our reality is presenting major challenges and opportunities From To
IP
Changes our ways of working and doing business
Traditional telecom
Software
Hardware
Changes our pricing and business models
Network evolution
New roll outs
Changes our engagement model
OUR ABILITY TO DEVELOP COMPETENCE, BEHAVIOR AND POSITION IS KEY 2009-10-21
Repositioning our brand for new opportunities
› Our brand stands for
– Our capabilities – Our strategic direction – Our differentiation to competition
› The world around us changes - we need to change › Our brand needs to change accordingly ahead of time – To show direction to the market and our employees – To build confidence and help facilitate change
2009-10-21
OBJECTIVE
Objective
› The over-arching objective of our brand strategy is to add value to the core business and at the same time guide our business in its transformation for long term growth.
A BRAND THAT NOT ONLY SPEAKS OF OUR AMBITIONS BUT ALSO DRIVES OUR AMBITIONS
2009-10-21
Adding value to the business
› A new perspective on the business we do –
January 15, 2010
agenda
Introduction › Background › Objective › Our starting point Brand Strategy › Brand idea › Brand objectives
2009-10-21
BACKGROUND
We live in truly exciting yet tough times
› Leadership position in the industry › Led in the introduction of voice connectivity to the world › We are now doing the same with broadband › Taken some ground breaking deals...Sprint, Verizon... › Contributing to big world agendas
2009-10-21
Technological revolution propagates in two different periods INSTALLATION DEPLOYMENT
Source: Professor Carlota Perez Universities of Cambridge, Tallinn and Sussex
Turning point
More efficiently solving old problems - winners among old players
Applying paradigm to innovate across society – new winners
Time 20-30 years 20-30 years
BROADBAND IS AT THE TURNING POINT
2009-10-21
Our reality is presenting major challenges and opportunities From To
IP
Changes our ways of working and doing business
Traditional telecom
Software
Hardware
Changes our pricing and business models
Network evolution
New roll outs
Changes our engagement model
OUR ABILITY TO DEVELOP COMPETENCE, BEHAVIOR AND POSITION IS KEY 2009-10-21
Repositioning our brand for new opportunities
› Our brand stands for
– Our capabilities – Our strategic direction – Our differentiation to competition
› The world around us changes - we need to change › Our brand needs to change accordingly ahead of time – To show direction to the market and our employees – To build confidence and help facilitate change
2009-10-21
OBJECTIVE
Objective
› The over-arching objective of our brand strategy is to add value to the core business and at the same time guide our business in its transformation for long term growth.
A BRAND THAT NOT ONLY SPEAKS OF OUR AMBITIONS BUT ALSO DRIVES OUR AMBITIONS
2009-10-21
Adding value to the business
› A new perspective on the business we do –