When a good brand comes back, the Nokia 3310 story

Arto Nummela

The brand and marketing world was excited, the company that owns Nokia phones said it is bringing back Nokia 3310.

While many were shocked beyond believe that Nokia 3310 was still contemplated by anyone, others are enthusiastic that one of the most iconic mobile brands will be seen again

In a statement issued to the press, HMD Global, new owners of Nokia said the new 3310 is:

A modern classic reborn. Thin, light and incredibly durable, the Nokia 3310 is a head turning modern twist on one of the best-selling feature phones of all time. Boasting an incredible 22-hour talk-time and month long stand-by, the Nokia 3310’s fresh, colourful, modern design brings it bang up to date. The Nokia 3310 is available in four distinctive colours – Warm Red and Yellow, both with a gloss finish, and Dark Blue and Grey both with a matte finish.

There are already thousands of positive reviews for this phone that it is yet to hit offline and online stores.

So what does it take to build your brand to a level when its comeback is celebrated and not scorned?

It requires serious investment not just by money but everything it takes to build a brand. A good brand that wants to be celebrated must go beyond fanciful packaging. It must deliver value to its customers and clients.

Because value in itself cannot be measured. Value transcends quantitative, the tangible and measurable attribute of a brand. Therefore building a brand has more to do with the most minute details than the superficial and the own.

A good brand must not just connect with the end user, consumer and or client. It must be owned by them. Although it was produced in far away Finland, Nokia 3310 was a Nigerian brand in and out.

No matter what you do today, remember every brand has its high and and its low moment. Should you want to come back one day, rebrand or restrategise your way into the market, will you be received or rejected?

Food for thought!

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