Dale Hooper, the chief brand officer at Rogers, says that this is the company’s most significant rebranding in almost 14 years. The new strategy, called “Rogers 3.0,” has been in development for the last eight months and was started by CEO Guy Laurence. Hooper said that Laurence has played an active role in the company’s rebranding process. Hooper said:
“[Laurence] is at heart someone who cares about the customer experience, brand and employee development. He was very involved in ensuring that our flagship brand was aligned throughout the organization. The consumer brand of Rogers is the biggest component of the corporate brand.”
The Canadian carrier is working with Publicis and Lippincott, two U.S. based branding firms, to develop a new brand identity for the company. Hooper said that Rogers needs to ensure that their brand is clearly articulated in the market in a way that differentiates them from their competitors.
Rogers Brand senior vice president Livia Zufferli, who joined Rogers in November after leaving Target Canada, said that part of the challenges with rebranding is to change how Canadians perceive of the company. She said:
“No brand is built overnight, so our intent and our desire is to really be able to connect with our customer in a more human way. It is going to be journey, and as we continue to have more opportunities to interact with customers with this refreshed brand and our commitment to an enhanced customer experience, this will all build; our goal is to earn the trust of Canadians and have them understand where we’re evolving to.”
Today, Rogers is launching two consumer campaigns to help reflect their rebranding process. The first is a new Rogers Ignite home internet product and the second is a campaign to promote its extended market coverage for cellular customers.
[via Marketing Mag]