Using the brand as a business driver in B2B
Ericsson is a global provider of telecoms infrastructure. Over 1,000 networks in 170+ countries use its equipment and 40% of all mobile calls are made through its systems. www.ericsson.com
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The Challenge
Following the merger of Ericsson’s handset business with Sony, the remaining 95% of the company lost its ‘mobile’ identity. Its people and customers were confused.
Our Response
Based on a ‘Values to Behaviour’ Translation we created the ‘Ericsson & Me’ Brand Champions Programme in several key regions. Each champion had a ‘Brand-chise’ kit to ignite on-brand behaviour.
Results
100+ Brand Champions are now delivering change:
- Employee ‘brand understanding’ now 94%
- People ‘feeling engaged’ 87%
- ‘Customer orientation’ 85%
