EE, one of the leading telecoms companies in the UK, is undergoing a rebranding effort to position itself as the country’s largest subscription business. The company aims to move away from the strict label of being a telecoms company and embrace a more expansive subscription-based model. The rebranding includes a proposition-led approach, with EE retaining its logo and color palette. However, the brand will be increasingly positioned as the flagship while BT, its parent company, will be deprecated.
Christian Thrane, EE’s managing director of marketing, describes the rebranding as a brand equity transfer that emphasizes the combination of both EE and BT, rather than being a replacement. While BT will still be mentioned as the provider for connectivity products, its brand will be de-emphasized as EE takes center stage. This shift in focus is in line with EE’s aim to prioritize its own brand, as it launches a nationwide advertising campaign to communicate its new direction.
One key aspect of the rebranding is the introduction of EE ID, a digital identifier accessible to anyone. Previously, EE customers needed to have a contract with either EE or BT to access the company’s products and subscriptions. With EE ID, customers can now enter EE’s portfolio of products and services, including consumer electronics and insurance, regardless of their mobile or home broadband network. This move allows EE to tap into a larger customer base and generate subscription revenue beyond phone contracts.
Christian Thrane highlights that EE has a touchpoint in every second household in the UK, giving the brand a strong position to expand its subscription business into other categories. Previously, EE’s proposition was limited to existing EE mobile customers, but now they can cater to a broader audience. For example, EE aims to become a leading provider of gaming consoles in the country, reaching beyond its previous customer base.
The rebranding campaign, known as the New EE, focuses on showcasing how EE can elevate everyday experiences in four key areas: home, learn, work, and game. It is the company’s largest campaign in over a decade and includes nationwide advertising, redesigned retail experiences, customer communications, social media executions, and editorial content.
EE is investing in advertising technology and personalization tools to target specific audiences. By understanding customer intent and working with paid platforms, EE can communicate with customers in more relevant and specific moments. The company is also merging teams responsible for personalization and marketing, leveraging automation and AI capabilities to enhance targeting and message personalization.
The launch of the New EE campaign aims to introduce the brand’s expanded offerings to a wider audience. As consumers enter the EE ID digital ecosystem, EE will have the opportunity to upsell additional products and subscriptions. The company hopes that this rebranding effort will solidify its position as the UK’s leading subscription business and drive further growth in various categories.
In summary, EE is rebranding itself as the UK’s leading subscription business, moving away from its telecoms label. The rebranding includes a nationwide advertising campaign, the introduction of EE ID to expand their customer base, and a focus on elevating everyday experiences in four key areas. The goal is to position EE as a subscription-based brand with a broader range of products and services beyond telecoms.
