Talking is Understanding: Brand Building Through Strategic Communication

Lone Willumsen, Claus Wilki and Henrik J. Hansen

This paper describes how Gallup A/S and Mobilix A/S, the telecom company, planned a testing procedure for a rather unusual ad campaign.

Talking is Understanding: The Building of a Brand and the Making of a Test Model for Strategic Communication

Henrik J. Hansen, Gallup A/S, DenmarkClaus WilkiandLone WillumsenMobilix A/S, Denmark

MOBILIX A/S

Mobilix is a Danish company formed by France Telecom in March 1997. At the liberalisation of the telecom market and the subsequent allocation of licenses from the National Telecom Agency in March 1997, Mobilix and Telia were allocated licenses for the GSM 1800-net. The two existing operators on the NMT and GSM 900-net TeleDanmark (TDK) and Sonofon were similarly allocated GSM 1800-licenses.

Immediately, Mobilix...

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