What It Really Takes to Turn a Brand Around
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What It Really Takes to Turn a Brand Around
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What does it actually take to turn a brand around, in a category where standing out is anything but easy?
In this episode, we sit down with Teresa Hedlund, Head of Brand & Marketing at Telenor Sweden, to unpack the transformation the brand has been through over the past few years.
Telecom is one of the most competitive, and arguably least differentiated, categories out there. For Telenor, creating change has meant rethinking not only how the brand shows up, but how the marketing organisation behind it works.
We get into the decisions behind that transformation: from making sharper choices and challenging established ways of working, to creating an organisation that can move faster and deliver more impact. Teresa also shares what she has learned about leading through change, bringing people with you, and building a stronger, more distinctive brand.
We also explore:
- How to create meaningful differentiation in a highly competitive category
- Why real transformation goes beyond marketing
- What it takes to make tough decisions while bringing people with you
- How sharper priorities can create more impact
- The role of leadership in taking a brand through transformation