Reinventing the Brand in the Telecom 4.0 Era
Case study: Media
Need
The fast-changing telecoms sector requires a key player to anticipate the future: strengthening of its leadership, optimization of its brand architecture and its synergy with its different business units.
Approach
Methodology combining qualitative research and strategic planning, based on focus groups, expert interviews and a semiological analysis of the brand.
Impact
An updated review highlighted the evolution of Group’s image and the role of its satellite brands in building its future services.
Building brand awareness in the telecoms sector
Understanding audiences to stand out on the market
Focus groups were held with the general public, competitors and professionals to gather their perceptions, compare their expectations and identify key points of differentiation to feed the strategic thinking around the company.
Shining a light on the future by anticipating uses
Interviews with industry experts and triads of early adopters provided a forward-looking perspective which enabled to imagine changes in usages, anticipate trends and foresee how the Group could respond to possible upcoming scenarios.
Deciphering codes to reinforce identity
Semiological analysis studied the signs, codes and representations associated with brand architecture. This analysis highlighted brand’s symbolic territories, their relevance to changes in the sector, and the levers for strengthening its identity.
A comprehensive project leading to a better understanding of the brand and its relationship with its various business units, and serving to feed strategic brand thinking in a changing Telecoms landscape.
Nicolas Riou
Brainvalue
Reinventing tomorrow’s telecoms offer
The study provided an updated assessment of Orange’s image, putting into perspective the evolutions since 2021. It also shed light on the role of Sosh in the brand’s ecosystem, and identified avenues for development in preparation for future services.
Share your brief
If you don’t have one, we can build it together
A good brief includes your problem, your target audience, the themes you want to explore and other key elements.
