EE on its ambition to build a ‘new’ brand
EE is now the flagship consumer brand for the BT Group, something which provided the impetus for it to go on a “journey” with the aim of redefining itself to consumers.
EE is hoping its “simpler message” will make things easier for consumers as it embarks on a “journey” to redefine itself.
The company is in the process of building a “new EE brand”, one which helps its customers to “navigate the complex world” of technology rather than just being a mobile network provider. This means EE will push to be relevant in areas like gaming and smart home technology, as well as mobile.
“We’ve been wrestling for some time about the role we can play in a very complex world for customers,” BT Group consumer division CEO, Marc Allera, said today (15 June), speaking at the launch of the brand’s new flagship experiential store in London.
