In many markets, telcos are at the very bottom of the list when consumers are asked what industries are trustworthy – a consequence of many years of overpromises and obscure terms and conditions. So, how do you reposition yourself to find and keep new customers in such a challenged industry and market – while staying true to your heritage, motivating your employees and finding new talent to keep up the pace of innovation?

The starting point for Tele2’s brand transformation was two-fold. The first part had to do with the company’s history of challenging. The other part was the result of quickly changing market conditions. The number of discount players increased, while consumer demand went from voice to data and from price focus only to more value-driven benefits.

After much market and consumer research, conversations and strategy iterations with Tele2 and its other business consultants, this entire team defined two pillars: “The Challenger Spirit” would serve as the brand attitude, and “Value Champion” would be the overarching brand position.

The first design activity was to articulate the new brand strategy in an updated brand identity. “The challenger spirit” was of vital importance here, to convey the boldness, vitality and energy of Tele2. It also brought the universe of Tele2 together by means of a monolithic brand architecture.

The new brand identity became pivotal for creating a brand experience embracing all Tele2 touch points: digital service and product design, retail design, product and service visualizations, advertising and even the design of an entire sports arena. Based on the new strategy, Kurppa Hosk also developed a new employer value proposition for Tele2, to clarify the refined brand idea internally and to attract new talent.