How Three plans to grow its brand ahead of Vodafone merger
Three’s marketing director admits brand awareness is a “slow shift” as it continues to try and broaden its appeal beyond younger consumers.
By Molly Innes
Mobile operator Three is about to embark on the next stage of its journey after it was revealed its owner CK Hutchison and Vodafone would be merging their British operations to create the UK’s largest mobile phone network.
With a combined customer base of 27 million, the deal is expected to face scrutiny from regulators, who will likely raise concerns about reduced competition in the market.
With everything that’s going on, Three’s UK and Republic of Ireland marketing director, Aislinn O’Connor, says clarity is paramount – both externally for customers and internally for marketers – and growth is still very much on the agenda.
“When it comes to the merger, we are really clear internally that we are still executing the same brand strategy – the same commercial strategy – that we were before it was announced,” she tells Marketing Week.
