O2 is planning a user-generated brand, backed by user-generated marketing. It's called giffgaff and it's being described as a "people-powered" mobile network. Yes, it will have the back-end business of the O2 network.
But at the front end, giffgaff is the latest, and boldest, example of an advertiser embracing consumer ownership of its brand. Giffgaff won't have expensive advertising campaigns. It won't have call centres to help customers use the giff-gaff network. It won't have armies of execs sitting in offices making all the decisions.
Instead giffgaff's community of customers will help each other with any problems using the network; online tools will allow customers to ask each other for advice and to share information. The customers will advise on any business decisions the brand needs to make. They will recommend product innovations. They will create their own image for the brand using coloured pixels. And the customers will market the product to other potential customers. As far as is practically possible, it's the consumers who will manage O2's new brand.
In return, the more giffgaff's customers recommend the brand to other users, the more they create user-generated marketing, the more they engage in the community spirit of the brand, the greater the discounts they will receive on giffgaff call rates and top-ups like text messaging.
In return, the more giffgaff's customers recommend the brand to other users, the more they create user-generated marketing, the more they engage in the community spirit of the brand, the greater the discounts they will receive on giffgaff call rates and top-ups like text messaging.
This is great news as it shows that the crowd can know influence the total look, feel and direction of a brand - great stuff - can't wait to see the results.
A professionally crafted business logo designer is one of the greatest blessings for a company; whether it is big or small. It gives them an identity of their own and makes them different from others.
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