Professional Documents
Culture Documents
Uusi Nokia!
Internal External
Transformation
Rebranding focus Organisational organisational Print Ad Explained
Roadmap
Transformation transformation
Reason for rebranding: Nokia needs to shed the image of a traditional multimedia
phone. Also, it wishes to target a broader target audience: from youth to senior
citizens!
Rebranding focus: Core competencies Rebranding strategy:
Organisational transformation
Brand trust and
image
Vision,
Marketing
Mission &
communications
Durability: In terms of
Work
Channel
environment &
utilization
Distribution culture
Channel
Internal External
Transformation
Rebranding focus Organisational organisational Print Ad Explained
Roadmap
Transformation transformation
PLAN
ACTIVITY PLAN START PERIODS (Months)
DURATION
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
New Strategy (VMG)
Adoption 1 4
HR Policy Change 4 3
Process
Transformations 2 6
Marketing
Communications
Design 7 2
Marketing
Communications
Implementation 9 1
Result Monitoring 9 6
Full Scale
Implementation 15 10
Internal External
Transformation
Rebranding focus Organisational organisational Print Ad Explained
Roadmap
Transformation transformation