The Swedish consumer electronics chain Netonnet operates in a market that is equally competitive and price-driven. The brand's stagnation was evident in both decreased revenue and market share. We based our strategical rebranding on an insight: consumers perceived the industry as semi-shady (at best), with bait prices and salespeople pushing unnecessary items onto them. This led us to develop a new long-term communication concept for the Nordic markets:
Positioning the brand as the honest low-price player in the market, without flashy stores and commission-driven salespeople. With several hundred million in increased sales and market share, the concept could probably be considered a success.