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Branding Without Borders
A telecommunications provider re-launches itself as Zain Group and uses a live satellite presentation event to
introduce the brand to a global audience across four countries.
Objective: Support efforts to become a top 10 global telecommunications provider by rolling out a unified brand.
Strategy: Build awareness and understanding of the brand with simultaneous launch events in four countries.
Tactics: Coordinate live rollout events with a satellite presentation between site managers and the Zain Group CEO to demonstrate the unity of a boundary-free global brand.
Results: Zain successfully executed the events for 12,000 attendees, and paved the way for a 14-country African
launch 11 months later. Revenues are up 25 percent.
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