Harvard Case - Make Yourself Heard: Ericsson's Global Brand Campaign
"Make Yourself Heard: Ericsson's Global Brand Campaign" Harvard business case study is written by Kamran Kashani. It deals with the challenges in the field of Marketing. The case study is 20 page(s) long and it was first published on : Jan 1, 1998
At Fern Fort University, we recommend Ericsson adopt a multi-pronged approach to their global brand campaign, focusing on strategic storytelling, digital engagement, and building thought leadership across key target markets. This strategy aims to position Ericsson as a trusted partner in the evolving digital landscape, driving brand awareness, customer loyalty, and ultimately, long-term growth.
2. Background
Ericsson, a global leader in telecommunications equipment and services, faced a critical juncture in 2013. The company needed to shift its brand perception from a traditional technology provider to a forward-thinking innovator driving the future of connectivity. The case study focuses on Ericsson's efforts to launch a global brand campaign, 'Make Yourself Heard,' to achieve this transformation.
The main protagonists of the case are:
- Hans Vestberg, CEO of Ericsson, who spearheaded the brand campaign.
- The Ericsson marketing team, responsible for developing and executing the campaign.
- The target audience, including businesses, consumers, and governments, who were the intended recipients of the campaign message.
3. Analysis of the Case Study
We can analyze Ericsson's situation using a combination of frameworks:
Marketing Strategy:
- Segmentation, Targeting, Positioning (STP): Ericsson aimed to target a broad audience, including businesses, consumers, and governments, across various geographic markets. Their positioning focused on showcasing Ericsson's leadership in the future of connectivity, emphasizing innovation, reliability, and customer-centricity.
- Marketing Mix (4Ps): Ericsson leveraged a mix of advertising, public relations, social media, and events to reach their target audience. They focused on creating compelling content, building relationships with key influencers, and engaging in meaningful conversations about the future of connectivity.
Brand Management:
- Brand Positioning: Ericsson aimed to reposition itself as a thought leader and innovator in the telecommunications industry, moving away from its traditional image as a technology provider.
- Brand Equity: The 'Make Yourself Heard' campaign aimed to build brand equity by associating Ericsson with positive attributes such as innovation, reliability, and customer-centricity.
Competitive Strategy:
- Competitive Advantage: Ericsson sought to differentiate itself from competitors by emphasizing its commitment to innovation and its ability to deliver solutions for the future of connectivity.
- Competitive Analysis: The case study highlights the competitive landscape in the telecommunications industry, with players like Huawei and Nokia vying for market share. Ericsson needed to stand out by clearly communicating its unique value proposition.
Digital Marketing:
- Social Media Marketing: Ericsson leveraged social media platforms to engage with its target audience, sharing thought leadership content and showcasing its innovative solutions.
- Content Marketing: The company developed a variety of content formats, including videos, infographics, and blog posts, to educate and entertain its audience while highlighting its expertise.
Overall, the case study reveals that Ericsson's 'Make Yourself Heard' campaign was a strategic initiative aimed at transforming the company's brand perception and driving long-term growth. However, the campaign faced several challenges, including a complex global landscape, a need to adapt to changing consumer behavior, and the need to effectively measure campaign impact.
4. Recommendations
To address the challenges and capitalize on opportunities, we recommend the following:
1. Enhance Strategic Storytelling:
- Develop compelling narratives: Craft stories that showcase Ericsson's role in shaping the future of connectivity, highlighting real-world applications and customer success stories.
- Focus on human impact: Connect with audiences on an emotional level by emphasizing the positive impact of Ericsson's solutions on people's lives.
- Utilize multiple channels: Leverage various media platforms, including video, podcasts, and interactive content, to deliver engaging stories across different audiences.
2. Amplify Digital Engagement:
- Optimize social media presence: Develop a robust social media strategy that actively engages with target audiences, responds to inquiries, and fosters meaningful conversations.
- Leverage influencer marketing: Partner with industry thought leaders and influencers to amplify Ericsson's message and reach new audiences.
- Implement data-driven marketing: Utilize analytics to track campaign performance, understand audience behavior, and optimize content and messaging for maximum impact.
3. Build Thought Leadership:
- Develop thought leadership content: Create valuable content that positions Ericsson as a trusted source of information and expertise in the telecommunications industry.
- Participate in industry events: Sponsor and actively participate in industry conferences, webinars, and workshops to showcase Ericsson's expertise and network with key stakeholders.
- Foster strategic partnerships: Collaborate with universities, research institutions, and other industry players to drive innovation and build thought leadership.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The recommendations align with Ericsson's core competencies in technology, innovation, and customer service, while also supporting the company's mission to drive the future of connectivity.
- External customers and internal clients: The recommendations consider the needs of Ericsson's diverse customer base, including businesses, consumers, and governments, while also engaging internal stakeholders to ensure alignment and buy-in.
- Competitors: The recommendations aim to differentiate Ericsson from its competitors by emphasizing its commitment to innovation, thought leadership, and customer-centricity.
- Attractiveness ' quantitative measures if applicable (e.g., NPV, ROI, break-even, payback): While it is difficult to quantify the exact return on investment for brand building initiatives, the recommendations focus on driving long-term growth by increasing brand awareness, customer loyalty, and market share.
- Assumptions: The recommendations assume that Ericsson has the resources and commitment to execute a comprehensive global brand campaign, and that the company is willing to invest in building long-term relationships with its customers and stakeholders.
6. Conclusion
By implementing these recommendations, Ericsson can effectively transform its brand perception, drive customer loyalty, and solidify its position as a global leader in the evolving digital landscape. The company's commitment to strategic storytelling, digital engagement, and thought leadership will enable it to connect with its target audience on a deeper level, fostering trust and driving long-term growth.
7. Discussion
Other alternatives not selected include:
- Focusing solely on traditional advertising: This approach might be less effective in reaching today's digitally savvy audiences and could fail to engage them on an emotional level.
- Adopting a purely digital marketing approach: This could limit Ericsson's reach to specific online segments and neglect the importance of building relationships through offline channels.
- Ignoring the importance of thought leadership: This could leave Ericsson vulnerable to competitors who are actively building their reputation as industry experts.
Key risks and assumptions:
- The effectiveness of the campaign may depend on the company's ability to execute it effectively and consistently.
- The campaign may require significant investment in resources and time to achieve its desired outcomes.
- The competitive landscape in the telecommunications industry is constantly evolving, and Ericsson must be prepared to adapt its strategy accordingly.
8. Next Steps
To effectively implement the recommendations, Ericsson should:
- Develop a detailed implementation plan: This should include timelines, budgets, and key performance indicators (KPIs) for measuring success.
- Establish a dedicated team: Assemble a cross-functional team with expertise in marketing, communications, and technology to oversee the campaign.
- Continuously monitor and evaluate: Track campaign performance using data analytics and make adjustments as needed to optimize results.
By taking these steps, Ericsson can ensure that its global brand campaign is a resounding success, driving long-term growth and solidifying its position as a leader in the future of connectivity.
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Case Description
Ericsson, the Swedish telecommunications products and systems company, is embarking on a first-ever global advertising campaign for its brand of mobile phones. The idea for consumer brand building, new to an otherwise technology-oriented, industrial company, has come about as a result of developments in the worldwide market for cellular phones: fast growth, entry of new consumer segments, declining product differentiation, and the growing pressure on prices and margins. The expensive campaign, aiming to cement a relationship with consumers, is notable for a total absence of product-related communication. Under the slogan "Make yourself heard," the ads feature a gallery of faces and a range of situations demonstrating the spirit of communication between people around the world. Some of the issues the case raises are: How do you build a strong brand for a product that is increasingly difficult to differentiate? Can pure brand values stand on their own merits without any references to products? What criteria should you use to evaluate advertising execution? A 2001 ECCH award winner.
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