Canada's Rogers Communications Rebrand
Client: Rogers Communications, Telecommunications
Project Overview:
Rogers Communications, one of Canada’s largest telecommunications companies, undertook a comprehensive rebranding initiative to better position itself in the rapidly evolving communications landscape. Under the global brand consultancy FutureBrand, I was engaged to develop and implement a new visual identity and brand strategy for Rogers Communications.
Objectives:
- Develop a new visual identity and brand expression for Rogers Communications.
- Introduce the new brand to the marketplace and ensure its consistent application across all touchpoints.
- Enhance brand differentiation, build preference, and increase shareholder value.
Strategy:
1. Industry Landscape Analysis:
- Analyzed the global drivers reshaping the communications category, including globalization, deregulation, mergers and acquisitions, and technology breakthroughs.
- Identified the convergence of traditional and new technologies and the need for integrated services.
2. Naming and Brand Architecture:
- Evaluated naming considerations to avoid “branded obsolescence” and recommended the use of modified, familiar terminology.
- Developed a brand architecture that positions Rogers as an umbrella brand for new media, technologies, products, and services.
- Recommended brand names for various services, including Rogers Smart Cable, Rogers CyberNet Cable, and Rogers Mobility.
3. Brand Strategy and Design:
- Defined the brand strategy, including positioning, brand attributes, and competitor reputation profiles.
- Created a new visual identity, including logo design, design systems, and packaging design.
- Developed brand management tools, including implementation planning, internal communications, and launch strategies.
4. Brand Management:
- Developed a comprehensive brand management proposal to guide the introduction of the new Rogers brand.
- Created a phased launch plan, including seeding, pre-launch, launch, and post-launch stages to ensure the brand takes on a life of its own.
- Managed the rollout process, including internal and external communications, brand training workshops, and the development of brand guidelines.
Execution:
Laura Sauter, leveraging her experience in global brand consultancy, led the project. The team focused on creating a cohesive and impactful brand that would resonate with both internal and external audiences and position Rogers Communications as a leader in the telecommunications industry.
Results:
- Successful Brand Launch: The new Rogers brand was successfully introduced to the marketplace, receiving positive feedback from both internal and external stakeholders.
- Enhanced Brand Recognition: The comprehensive rebranding effort helped Rogers Communications stand out in a competitive landscape.
- Consistent Brand Application: The development of brand guidelines ensured consistent application of the new brand across all touchpoints, enhancing brand cohesion and recognition.
Conclusion:
Rogers Communications’ rebranding project successfully highlighted the company’s new identity and strengthened its position in the market. By leveraging detailed industry analysis, strategic brand architecture, and comprehensive brand management, Agency BEL and FutureBrand helped Rogers Communications navigate the evolving communications landscape and achieve its branding objectives.
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