The fact that Viettel Group has changed almost completely in terms of brand appearance (from a familiar green - yellow color to a bright red color) has made the community "angry" because of surprise. On forums and social networks, millions of users excitedly discuss the "transformation" of Viettel's brand appearance.
Even very quickly, some people have "followed" the event of Viettel to make interesting advertising content. The owner of an event company launched the slogan "End of the year party - According to your package", similar to Viettel's new slogan "Your way" with red tones.
A question posed by many people when Viettel decides to change the brand identity: When to change the image of the organization? Because, at the time this Group decided to change, Viettel brand was just valued at 5.8 billion USD by Brand Finance - ranked No.1 in Vietnam and No.1 in Southeast Asia in telecommunications. Why did Viettel change when it was at its peak?
According to Mr. Le Dang Dung, Acting President and General Director of Viettel, the repositioning of Viettel helps the Viettel brand match with the new strategy and vision that has been declared and implemented in practice since 2018. Accordingly, Viettel No longer is a mere telecommunications service provider but has made a transition from a telecommunications service provider to a digital service provider.
Mr. Le Dang Dung added: “By 2020, Viettel has completely transformed from a telecommunications service provider to a digital service provider. Over the past two years, Viettel has formed six key areas to create a digital society, including Digital infrastructure; Digital solution; Digital content; Digital finance; Cybersecurity and high-tech industrial production research ”.
Meanwhile, brand strategy builder Nguyen Dinh Thanh said that an organization needs to change its image when: When the vision (vision) and mission (mission) of the organization have changed. When the image of the company in the hearts of the public is not the same as the image the company wants to build. When the company expands into non-traditional areas. When the company wants to show the determination to drastically change both inside and outside to build a new position in the future.
Evaluating the change of Viettel's brand identity, Mr. Nguyen Dinh Thanh commented: “Viettel is a successful business but no longer a pure telecommunications corporation. From 2019, they have launched a vision to become a pioneer of digital society. In addition to telecommunications, they will have digital content, digital payments, digital solutions, digital security, e-commerce, digital infrastructure ”.
Managing Director Peter Drucker says: Every time you see a successful business, someone has made a brave decision.
"I evaluate this change as brave and drastic" - expert Nguyen Dinh Thanh said - "What I still admire in Viettel is the corporate culture. The spirit and the way of the soldier: the country is first and foremost, every task will be fulfilled, all difficulties can be overcome, all enemies will win ”.
Mr. Nguyen Dinh Thanh also likened the new identity to a rotation in an extremely narrow-angle like "the MIC aircraft shown in the battle of Dien Bien Phu in the air".
“According to Viettel's explanation, red is the color of youth, passion, and dynamism, but to me, it is also the color of the national flag, of the old martial arts team of soldiers.
I don't like the new tagline but I like a vision: A pioneer in creating a digital society.
If Viettel continues to keep its promise of quality, innovation, safety, and current competitive prices, its position can only get better. I wish the red color will bring them luck ”- Mr. Thanh concluded.
02. What's special about the new philosophy and mission:
Another expert also spoke about the change of Viettel's brand identity. Mr. Nguyen Duong - Customer experience expert who writes on personal Facebook:
"Your Way! Viettel's new identity is great. While maintaining our identity, we always have you as your center while staying "your way". Leaving the old part is the word "speaking" to translate into the digital age, and the word "let" is the word I don't like much because I thought it wasn't necessary before.
Viettel is probably the fastest state-owned enterprise that can adapt and change! ”.
Sharing more about the story of Viettel's rebranding, Mr. Le Dang Dung said that Viettel defines its new mission as Digital Society. And in this 4.0 era, Viettel realizes that it is necessary to resonate. Therefore, the brand philosophy of Viettellà "Resonance to make a difference".
That is, Viettel still maintains the philosophy of "Personalization" as in the previous period but is deepened, because only honoring each individual's identity can resonate with each other. In the era of 4.0, the individual values of each person are very important. The new slogan "The way you" embodies that philosophy.
In addition, it also shows that Viettel has transformed into a digital service operator. Previously, customers needed to say it, Viettel just understood to serve. Now, customers need not say, with technology 4.0 (Ai, Bigdata ...), Viettel has the ability to self-understand to serve better and more immediately.
Mr. Tuan Nguyen - Deputy General Director of VCCORP commented on Viettel's change of brand identity: “I work and interact with Viettel people quite a lot, it is time to change, want more, more blood and fire. More dynamic. Congratulations to Viettel and hope the real change will come from within, that is even more important than many times ".
Source: Internet.