3 undergoes brand revamp to change consumer perceptions

Smartphone network 3 has repositioned its brand and introduced the new strapline “Bringing you an even better network” as part of its bid to capture more market share in the mobile broadband marketplace.

As part of the new brand positioning, the 3 logo will feature in black and white universally, ending its current multicolour format. The repositioning will be backed by an integrated campaign, including television and press ads. Its website and retail stores will also be revamped to represent the new brand approach.

Marc Allera, sales and marketing director at 3, says the brand has opted to refresh its look and feel in a bid to “make people reappraise the brand, which is traditionally seen as a challenger brand with little to offer.”

The adverts will no longer feature on the network’s different price and value offers, but will instead talk about the network’s benefits to promote why a customer should choose there network for their chosen device. All ads will feature the wording: “The three network – going further than ever to make it better than ever.” Glue London has created the ads, working in partnership with 3’s parent company Hutchinson 3G’s brand consultancy Wham.

The network is also scrapping its buyer’s guide, in favour of a customer magazine, in what Allera describes as a “back to basics” approach.

Allera says: “We know that customers’ perceptions of 3 are very different from the reality. The problems from years ago are still in the back of their minds and it’s up to us to really shout about the benefits our network has to offer – especially at a time when smartphones and mobile internet are becoming a way of life.”

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