Situation

ETB is a telecommunications company that, despite providing comprehensive communications services, was perceived as a fixed telephone monopoly company. In a market of convergent technologies, ETB sold new services under independent brands. The deregulation of the industry, led ETB to undertake internal transformation process to not lose competitiveness.

Solution

ETB repositioned itself as a competitive and customer-oriented company. The brands of the different lines of business were eliminated and the nomenclature of services, plans and promotions was redefined. A logo with simple and friendly traits and a visual vocabulary using a very distinctive color spectrum was created. The transition from blue to green supports the company’s modern and human approach.

The application of the new identity was extended to stationery, signage, phone cards and other communications materials. In 2003, ETB launched the new brand to all audiences and was successfully repositioned in the market. ETB acquired a 36.7% recognition according to a market study conducted that year. After the launch, ETB’s brand started being perceived as approachable, modern and human. The internal transformation of ETB continued on its way and in 2013. ETB reinvented itself as a content company. We worked on the transition strategy to create the new business model that turned ETB into a provider of experiences, resulting from an understanding of customer needs and desires. The new brand strategy allowed ETB to modernize and flexibilize the company’s image.