Cell C unveiled its brand refresh at a big bash held at its headquarters on Thursday.
Speaking about their approach to the rebranding, Cell C CEO chief marketing officer Melanie Forbes said that the company didn’t have an awareness problem.Forbes said the company’s problem is consideration. To tackle that, they focused on changing the narrative around their network and service quality.
“One of my biggest ambitions from the start was to build and foster a great, inclusive culture and team spirit,” Mendes said.Mendes said a critical focus was fixing the basics in Cell C’s core business. “It was also important to stabilise leadership and hire the best professionals in the field with the technical competencies to deliver.”He began with Rachael Ayo-Oladejo, who was announced as chief of staff for strategy and business transformation soon after Mendes took over.Both women had been at Vodacom for over ten years — just like Mendes.
MTN builds and maintains a “virtual RAN” for Cell C’s prepaid and mobile virtual network operator clients, while Cell C’s postpaid customers roam on the Vodacom network.This is also not Cell C’s first rebranding.
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