By John Glenday
BT is pivoting from consumers to business with the launch of a new brand platform as part of an all-out B2B drive.
‘BT Means Business’ will reshape perceptions of the telecoms provider among commercial customers with a multichannel campaign developed in partnership with creative agency Now.
Defined by a trio of television adverts, the repositioning will surface the telecoms giant’s dedicated brand for business and public sector customers.
The business-first strategy positions BT as an indispensable tech partner, likening itself to the role of a partner upon which business owners can rely to expand and flourish.
At the heart of the proposition is a digital marketing hub, making it easier for small businesses to market themselves to new customers via Facebook, Instagram and Google ads – freeing up business owners to focus on their products and services.
Simon Till, brand and demand generation director at BT, said: “This is a huge moment in the BT brand’s 42-year history. We are repositioning BT as a ‘business-first’ brand.
“The new ‘BT Means Business’ brand platform neatly signposts two things; firstly, that we’re focused on the business market, and secondly, we really mean business when it comes to helping our customers succeed.”
Chief executive officer, Now, Louise Hayward added: “To bring this to life, we shot our TV spots with real small business owners, documentary-style, celebrating their passion and expertise, and the way in which the BT Digital Marketing Hub gives them more time to focus on what they do best.”
Print and digital campaigns will follow the lead of TV, relaying imagery of real business owners hard at work.
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