Nokia to embrace 'challenger' role in new marketing push

The company says that it wants its brand to "be more bold" and appeal to people around the world.

Don Reisinger
CNET contributor Don Reisinger is a technology columnist who has covered everything from HDTVs to computers to Flowbee Haircut Systems. Besides his work with CNET, Don's work has been featured in a variety of other publications including PC World and a host of Ziff-Davis publications.
Don Reisinger
2 min read

Nokia's troubles appealing to customers in the mobile space have prompted the company to rethink its marketing strategy.

Speaking to AdAge in an interview published on Wednesday, Nokia Chief Marketing Officer Tuula Rytila said that her company has come to the realization that it's no longer "the leader in our industry." Therefore, Nokia can start acting "like a challenger."

"It's quite natural and we're having a lot of fun with it," she told AdAge. "We want to be more bold in our approach and [we want] a global brand, as well."

See also: Nokia on the edge: Inside an icon's fight for survival

It's that element of becoming a global brand that could prove integral to Nokia's future. As Rytila noted, Nokia now wants to create a brand that can appeal to consumers in the U.S., Europe, and emerging markets. In order to do so, Nokia is relying on "relevancy and emotion" to make its case to customers.

Nokia has been in deep trouble over the last few years as Android continues to gain popularity worldwide. Nokia was once the world's most prominent device maker, but as shipments have slipped, it's giving way to Samsung. The company has partnered with Microsoft on Windows Phone to bolster its standing in the smartphone market, but it's still having trouble regaining its lost share.

To help with its marketing efforts, Nokia has tapped ad agency JWT to lead its strategy. Rytila has charged JWT with becoming "more daring" in its marketing efforts. She didn't say exactly how the agency will attempt to achieve that goal.

A rare view of Nokia's home turf (pictures)

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