Nokia brand to disappear from smartphones: releases ad to show united front after Microsoft acquisition
Nokia’s former CEO Stephen Elop has revealed that the Nokia branding will not appear on future smartphones after the company was acquired by Microsoft last week.
During an online live chat on the Nokia Conversations blog, Elop, now executive vice president of the Microsoft devices group said: “Now that we are one company, the marketing and product folks will lay in the plans for the shift to a consistent brand.”
He continued: “While we are not ready to share precise details, I can assure you that it will not be the “Nokia Lumia 1020 with Windows Phone on the AT&T LTE Network’’…too many words! That somehow doesn’t roll off the tongue.”
Last week rumours surfaced that Nokia was set to rebrand as Microsoft Mobile, however the communications company took to Twitter to dispel the speculation, tweeting: We will continue with Nokia-branded products, as Microsoft has licensed the Nokia brand for some time.”
Earlier today (28 April) Nokia launched the first of three new videos to reinforce its ‘not like everyone else’ positioning in the wake of the acquisition.
The “Everything Just Became A Lot #MoreColourful” video campaign kicked off with the release of the first video in the series, which is sound tracked by the Kink’s “I’m Not Like Everybody Else” and features the Microsoft logo.
Thomas Messett European head of digital marketing and advocacy at Nokia told The Drum that the in-house created videos were produced to push Nokia’s differentiation of standing out and to showcase the brands intentions. “[the videos were created] partly to assure our consumers and our fans that while things are obviously changing we are still the same people who stood for these things for many years… and partly to get across our message that what we stand for is now combined as an organisation.”
The remaining videos will roll out over the coming month, both featuring an “iconic” track, and be supported via social media promotion.
Messett said Nokia is considering paid, below-the-line options but has no plans to carry out any above the line media.