September 5: On this day, T-Mobile and Tele2 merged into Odido, and in less than 48 hours, 119 T-Mobile branches were transformed into Odido branches. In addition, the app icons(logo), the website (corporate identity), and the proposition (slogan) of both Tele2 and T-Mobile customers underwent a metamorphosis, all without informing the approximately 6 million customers in advance. In our (marketing) country, this led to intense discussions.
In the fast-paced world of telecommunications, staying ahead is essential. That's why T-Mobile Netherlands decided to embark on a transformational journey, resulting in its repositioning as Odido. This shift means more than just a name change; it is a bold step toward innovation and customer focus. In this blog, I explore the remarkable story of Odido's rebranding and what it means for the Dutch telecom landscape.
The genesis of Odido
The name Odido is not just a random string of letters; it represents a profound change. Although it carries no specific meaning, the name Odido has a quality that makes it memorable and distinctive. What is remarkable about Odido is its versatility: it can be read left to right, right to left and even upside down, adding a playful and curious element to the brand. When a word can be read left to right, right to left or even upside down, it is often referred to as a palindrome.
Image - Odido rebranding overview. Image from: Marketing Report
A shift to customer focus
One of the central drivers behind the rebranding was to put the customer firmly at the heart of the company. Odido's vision is to offer more than just telecommunications services; it is about enabling customers to achieve their goals, ambitions and dreams. The repositioning marks a new era of personalized, customer-centric experiences.
Innovative products and services
Odido understands that the telecom landscape is rapidly evolving. To stay ahead, it is not only about meeting customer needs, but also about being ahead of them. The rebranding opens the way to innovative products and services that match the changing digital landscape. From advanced mobile connectivity to pioneering Internet solutions, Odido is poised to be a leader in the telecom industry.
Image - Odido transformation advertising banner. Image from: Think Yellow
Community building: connecting people and ideas
Odido's repositioning is not just about technology; it is also about creating connections. The telecom company sees itself as a facilitator of ideas, bringing people together to share, collaborate and create. With a strong commitment to building vibrant online and offline communities, Odido strives to be more than just a service provider; it aspires to be a catalyst for change, progress and humanity.
Environmental Awareness
At a time when sustainability is paramount, Odido recognizes its responsibility to the environment. Therefore, the rebranding also focuses on sustainability, with initiatives aimed at reducing the company's carbon footprint and contributing to a greener future.
Image - Odido advertising banners after rebranding. Image from: Think Yellow
Conclusion: a new beginning for Odido
The rebranding into Odido of T-Mobile and Tele2 is not just a name change; it is a commitment to a more customer-centric future. It is a testament to the brand's willingness to evolve, innovate and embrace change. As Odido focuses on becoming a leader in the Dutch telecom landscape, one thing is clear: the future is bright, connected and full of possibilities.
Want to know more?
Are you thinking of rebranding your company like Odido? Then contact us, because we would love to help you!
Our team looks forward to meeting with you, identifying your needs and translating this into a great brand strategy. Make an appointment right here. See you soon!
Were you inspired by this article? Get to work on your brand strategy.
