Bell "GO" Bell is no longer just the phone company. Thanks to an explosion of new products and services, Bell now represents total access, anytime and anywhere. While these new developments have been positive for the company's bottom line, they were also causing the brand to lose definition. Bell needed to cultivate a refreshed, national brand identity that could speak to all Bell's consumers, from the teenager buying a mobile phone package, to a chief technology officer looking at networking solutions. Consumers generally believe that Bell's technology acts as a liberating enabler, but business people see it as a means to greater productivity, young people see it as a means for entertainment, and others just like the freedom that comes with a mobile phone. To encompass all of these elements and tie them to the single Bell brand, Cossette created a choreographed, multi-layered brand launch campaign using TV, print and Internet, backed with powerful branded internal messages.
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