2007 - 2010, London, United Kingdom.
Employer: Nokia
In October 2007 I joined Nokia’s Global Brand team as a Brand Strategist. I had a team of five people divided between London and Helsinki. Together we managed brand communications, brand training, e- learnings, identity guidelines development and oversaw an internal brand help desk– where we provided guidance for the proper deployment of Nokia’s identity system globally. In this position my main challenge was to support local communication needs whilst protecting the integrity of Nokia’s global identity system. Despite many organisational pitfalls and numerous internal strifes, my team delivered a number of successful projects.
In January 2008 Nokia’s brand expressions were becoming increasingly fragmented. To address this challenge we delivered the first Nokia Identity Strategy with the aim to reverse fragmentation and to increase brand coherence and consistency across touchpoints globally. In late 2009 the Nokia Identity Strategy became visible across new Nokia Packaging, Retail touchpoints and events like Nokia World.
In early 2009 I was responsible for the creation of the first Nokia and Ovi Global Co-branding Guidelines. My team delivered thorough guidelines that explained to marketing teams how and when our brands should appear alongside other brands. The fact that Nokia and Ovi’s brand priorities and executions across touchpoints, e.g. web, UI, packaging, retail, etc… are widely different made the project extremely challenging.
Continuing the Identity Strategy work, in January 2010 my team led a global Nokia Brand Audit which identified key challenges around brand asset management. We learnt Nokia had too many branded assets being misused which led to brand incoherence. The Nokia Brand Audit not only included an in-depth analysis of the brand’s status quo, but also a two year plan on how to bridge the gaps in all brand expressions –e.g. from on-screen icon behaviour to packaging, events, retail environments, etc.
My roles: Team lead and Strategist.
Team: Nokia Brand team. External Agencies: Lippincott London, Design Studio London.