Through the Integrated Communication Marketing study realized by XSIGHTS, the positioning was changed and the company re-positioned as one of the best companies of Azerbaijan (regardless of sector) instead of being only a mobile operator. Being very good in business is only one criterion for the evaluation of companies in the broader environment beyond their sector. With the help of other criteria such as social responsibility, tax-paying in full, healthy employer-employee relationships, contribution to the country, creation of shareholder value, the company’s positioning is evaluated from a different overarching perspective. In this case, this led to a paradigm shift in the organisation’s reputation.
«Our Connecting Values» became the corporate slogan and is used also for the company’s products and services. For example, while discussing roaming, instead of “international roaming”, expressions like “Values Combining us with the World» were used. Thus, our client developed a national profile beyond that of simply being a telecom operator in the eyes of Azerbaijanis. Today, our client is still one of the most admired companies in Azerbaijan – and this positioning is not only used for brand communication, but also for internal communication and for communication with suppliers.