How Sky Italia found a new brand identity

Looks at how Sky Italia’s discovery of the trust and desire model was a game changer for the brand and how this framework now informs how the business sees its marketing activities.

Sky has come a long way since the days when it was the only satellite broadcaster in town, buying up sports rights around the world in order to attract subscribers. Nowadays it’s producing its own content, it’s a broadband supplier and it sells its own branded hardware in the form of Sky Glass TVs.

Across its various products and markets, it had amassed a mountain of data but there came a moment when Sky Italia realised it needed a different perspective. That’s when it initiated what became known as the Bilbao programme – a reference to the Spanish city transformed...

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