Koodo Mobile: The little brand that could

This case study explains how Koodo Mobile, the Canadian telecoms company, delivered six successive years of growth following its launch in 2008.

Koodo Mobile: The little brand that could

TAXI Canada

Situation analysis

Overall assessment

Koodo is a brand that continues to redefine the mobile category. With six successive years of growth since the brand's launch in 2008, Koodo has gone from ground-zero to thorn-in-the-side of all other providers, almost overnight. We've done this by defining and staying true to our core brand purpose, by deploying a consistent yet breakthrough-advertising platform, and by evolving our core offerings to adapt to the ever-changing landscape.

When Koodo launched in 2008, three national players dominated the category. The "Big Three" (Rogers, Bell, TELUS) were fighting...

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