Connectivity and Media

Naming and portfolio strategy

Three large Dutch cable operators merged with a single objective: market leadership in the Netherlands. They were looking for a new brand name that was different from all other providers: distinctive, dynamic, powerful, and contemporary. And able to evolve to a multimedia brand generating content.

Of course it was very important that the URL was available and that the brand name could be legally protected. The creative process and legal screening, in which all merging parties were present, was completed in four weeks. 

In the following years, we set up the naming architecture and guidelines, internal procedures and responsibilities and training courses. Ultimately, the brand become joint market leader in connectivity and features the main pop stage Ziggo Dome and sports channels Ziggo Sport. The brand name survived a takeover by UPC and the merger with Vodafone. Ziggo’s goal has therefore been fully achieved.

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