Odido: a strong brand, or still work to be done? [research]
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On a random Tuesday I looked at my iPhone in surprise. Was it suddenly Odido? Odi, what? September 5, 2023 may not go down in history, but it was the day that T-Mobile and Tele2 merged as Odido.
Within just 48 hours, 119 T-Mobile branches were converted into Odido branches. In addition, 6 million app icons (logo), the website (house style) and proposition (slogan) of Tele2 and T-Mobile customers changed overnight.
And all this without the approximately 6 million customers being informed in advance. In (marketing)land this raised a lot of discussion. What happens to the recognizability of the brand? Which brand associations does Odido lose by simply
letting go of Tele2 and T-Mobile?
This is what Sophie, Renee and I from Unravel Research also asked ourselves. We were particularly curious about the effect of the rigorous change on the awareness (how many people think of the brand) and uniqueness (how often do people think of another brand) of Odido’s most important brand assets ( What are brand assets? ). Because brand assets, such as logos, slogans and jingles, are the neural bridge between brand and sales. The greater this mental availability , the greater the chance that your brand will be purchased.
But the reverse is also true, with the result that such a complete rebranding can cause a huge dip in sales (as happened with Tropicana’s rebranding , where Tropicana lost 20% of its turnover within 2 months due to an overly rigorous adjustment to its packaging).
Not only is strong brand recognition vital in list of papua new guinea consumer email a transition of this magnitude, the associations with the brand are also very important, in other words: has Odido succeeded in linking the brand to the desired associations?
Has Odido succeeded in linking the brand to the desired associations?
Odido brand associations
A look at Odido’s communication shows us the impact of google’s helpful content update on affiliate websites that with its new brand identity it focuses on the following associations:
‘Why is it sometimes so complicated?’ – usability
‘Why can’t everyone join in?’ – inclusivity
‘More human’ – reliable, good service and socially america email list responsible
‘It can also be done like this’ – unique and non-traditional
To measure whether Odido succeeds in linking the above-mentioned brand associations to the brand, the most reliable method is the intuitive response test ( How does the IRT work? ), which measures the unconscious brand associations.
High time to stop guessing and discussing on LinkedIn . It is time to map the brand assets and brand associations of both the old (T-Mobile & Tele2) and the new (Odido). What did T-Mobile and Tele2 throw away? And has Odido succeeded in conquering a place in the brain?
Recognition of the most important brand assets
To measure the recognizability of the most important brand assets of Odido (and competitors) we performed the Brand Asset test ( How does the brand asset test work? ). We looked at the logo, the slogan and the jingle. The effect on ‘uniqueness’ and ‘recognizability’ of the logo.
The logo is perhaps one of the most used brand assets of a brand. After all, the logo contains the brand name. By anonymizing this, we were able to investigat.