Nokia to embrace ‘challenger’ role in new marketing push
The company says that it wants its brand to “be more bold” and appeal to people around the world.
Nokia’s troubles appealing to customers in the mobile space have prompted the company to rethink its marketing strategy.
Speaking to AdAge in an interview
published on Wednesday, Nokia Chief Marketing Officer Tuula Rytila said
that her company has come to the realization that it’s no longer “the
leader in our industry.” Therefore, Nokia can start acting “like a
“It’s quite natural and we’re having a lot of fun with it,” she told
AdAge. “We want to be more bold in our approach and [we want] a global
brand, as well.”
It’s that element of becoming a global brand that could prove
integral to Nokia’s future. As Rytila noted, Nokia now wants to create a
brand that can appeal to consumers in the U.S., Europe, and emerging
markets. In order to do so, Nokia is relying on “relevancy and emotion”
to make its case to customers.
Nokia has been in deep trouble over the last few years as
continues to gain popularity worldwide. Nokia was once the world’s most
prominent device maker, but as shipments have slipped, it’s giving way
to Samsung. The company has partnered with Microsoft on Windows Phone to
bolster its standing in the smartphone market, but it’s still having
trouble regaining its lost share.
To help with its marketing efforts, Nokia has tapped ad agency JWT to
lead its strategy. Rytila has charged JWT with becoming “more daring”
in its marketing efforts. She didn’t say exactly how the agency will
attempt to achieve that goal.