Phil Chapman, Senior ESVP of Brand, T-Mobile International
Challenge:
- Joins T-Mobile in 2006 as Marketing Director. Marketing team lack direction, vision, ambition
- Brand lacks any clear imagery, and is losing share
What we achieved together:
- Clearer, tighter consumer targeting
- Inspiring brand vision and positioning
- 8 quarter innovation and renovation roadmap
- Positioning drove unified and more impactful communication, differentiated product launches and service innovation
The result:
- New ‘Flex’ product won 1million+ customers
- Brand grew share in key contract market
- Sharp improvement in investor sentiment
Phil says:
"The brandgym helped us create an inspiring brand vision and 8 quarter innovation roadmap. This focused us on fewer, bigger ideas, changing the way the whole business works. The engagement and alignment of the team have been transformed."
