How do you give something that is invisible an identity? Something that you use everyday without being able to touch it. It has no packaging, yet comes in packages so to speak. I am obviously talking about Cellular Mobile Networks.
There are said to be 62.5 million mobile phones in the UK alone, and of course to be able to use one you need a service. Branding a service can be tricky but often provides the greatest room for creativity as the onus is more on the experience that the consumer experiences as opposed to the performance of a product you can see and replace when needed.
The cellular network industry is growing at a phenomenal rate as independent smaller service providers are looking to find a niche, even the huge supermarket chain Tesco now offers Tesco Mobile as part of their brand family. An increase in choice can make the decision of choosing which network is right for you more difficult, but the common trend is to make decision based on price or due to customer loyalty.
However, this doesn’t stop these 21st century companies being creative with their branding, as the following advertisement by”3″ and a collection of cellular network logos from around the world clearly demonstrate.