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Engaging employees using the power of the brand to create an internal transformation strategy: The story of one global Telefónica family

Author

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  • Clay, Amanda

Abstract

Telefónica brought O2 in 2006. This is the story of how Telefónica used digital media to establish one Telefónica family, and in the process created one of the largest internal brand engagement programmes in Europe. Telefónica wanted their people to feel like one global family, and that meant bringing them together under one employee brand. In Europe, ‘O2 people’ would become ‘Telefónica people’. The challenge was bringing together five countries passionate about O2 and creating one culture, proud of Telefónica.

Suggested Citation

  • Clay, Amanda, 2017. "Engaging employees using the power of the brand to create an internal transformation strategy: The story of one global Telefónica family," Journal of Brand Strategy, Henry Stewart Publications, vol. 6(2), pages 126-138, September.
    • Handle: RePEc:aza:jbs000:y:2017:v:6:i:2:p:126-138
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    More about this item

    Keywords

    brand; employee engagement; brand management; brand engagement; internal communications; culture;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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