For me Nokia is a very interesting flagging brand that definitely is struggling to revive itself. Before smartphones came about, Nokia was the clear leader with the perfect message “Connecting people”. This message was enough, no matter what new features the phones had developed; Nokia had so many different kinds of phones that everyone was happy. Due to fierce competition, Nokia today is a brand that once was great and now seems to really be struggling for identity. The main goal would be giving the brand a new and clear identity. The product itself already exists and the consumers are open for changes, this was visible with the success of Android by Google. A lot of strategic decisions have already made, and the hardest part is already done because the reviews for the new Lumia phones are pretty good.
Now has come the time to work on the image of the brand, become present in the minds of the audience as a real alternative to iPhone and Android phones especially. The most important is to tell the “why” of Nokia and not the “what”, it’s not just about the product. It’s about what is behind the product and the brand.
Nokia has one very viable advantage in its portfolio; their previous experience as a market leader and a great brand, which used to be number one. Also Nokia has always been about diversity or better put, individuality, they had a phone for every taste, for simple to high tech, business to fashion. There were maybe too many options but it didn’t seem to hurt in the past. They used to be “connecting people” but the question is, what is their unique proposition now? Smartphones are no longer about connecting people and neither is Nokia. The new phones are all about enjoying music, making films or even short moving images with the cinemagraph function, discovering the city with their own navigation and “City HERE Lens”. Finally, they go for the business consumers as well with their integration with Microsoft etc. There is no reason for all the above functions to also be aimed at business customers though.
Finally, what we have is a product that supports your experiences, helps you create memories of these experiences and finally share them. All of this comes with a great playful design, a design that is in it’s way simple as Apple, yet offers the innovations given by Google.
To give Nokia a clear place in the mind of the audience, a complete 360 campaign with one simple yet big idea would be best. Nokia had always shown different designs and different features, and that’s what it should focus on: diversity and individuality. In my opinion the brand should become a symbol of individualism with all its features to help the audience express themselves. It should work against the black and white idea of Apple.
Nokia had sponsored music events before; it should go back to that, join in with art, film and even sports. It can be the phone for the individualistic consumers who are not happy with having the exact same phone as the rest. This sponsorship would lead to the build up of a creative community around the brand. Its important not to make this only for young people but also incorporate the individuality of adults who might have serious jobs but still make great home videos of the family. The brand should become the aid for the people to express themselves in their work and their hobbies.
In my opinion it is crucial to start a wave of different campaign with something simple and honest like the great campaigns in the past. Avis did it with the “We try harder” piece, Volkswagen with “Lemon”. Nokia needs to publically step up with the following ideas:
“Our time has come, now we have the innovations and the design. Why should you trust us? We were great once, we can do it again.”
This would build up on the know-how and the traditions of the past. One could even play with the old slogan, and say “In the past we were connecting people, now we are shaping their experiences”.
After getting the brand back on the stage so to say, we could follow with the main campaign. This being:
DISCOVER THE WORLD. CREATE MEMORIES. SHARE.
Nokia should put itself as a brand with a product that helps you find out what the world has to offer with it’s music, it’s city guides, it’s create. Finally these same functions help the consumer create memories. Of course, sharing is a big part of creativity today, and here Nokia cannot miss out. This campaign should go for mass coverage because it is not just for artist or creative people, it’s for everyone who wants to experience the world, and keep a part of it. Travellers, dreamers, cooks, managers, mothers, wives, leaders.
I see billboards, television ads, a social media campaign encouraging people to share how exactly they are discovering the world. Nokia needs to go beyond just having their banners at the events; competitions should be organized for the best photos or videos from those events. A twitter board with Nokia branding could be set up for people to share their experiences right there and a live feed would be streamed all over the world on YouTube.