The acquisition of the EE mobile network business by BT got the green light from competition authorities last week. Below I explore how the creation and development of the EE brand played a key role in making this £12.5 billion deal happen, in what I call “brand-led transformation”. Phase 1 (2012): the creation of EE Deutsche Telekom … Continue reading “Brand-led transformation”: BT buy EE for £12.5 billion