O2: Striking the right note with brand extension

O2 is a UK leading provider of mobile and broadband services to consumers and businesses in the UK. Part of the Telefónica O2 Europe group, it was formed in 2001, following the demerger from British Telecom of its former mobile business, BT Wireless.

O2: Striking the right note with brand extension

SNAPSHOT

O2 undertook an imaginative brand extension into entertainment which increased customer loyalty and helped create the world's most popular music venue.

KEY INSIGHTS

  • O2 wanted to give its brand a more tangible feel and build closer customer relationships in a market notorious for churn.

  • Although the decision to give its brand to what had been a national laughing stock — the Millennium Dome — was fraught with risk, partnering with a leading entertainment group made the venue world-famous for attracting big names.

  • More importantly, it...

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