Multiple brands to manage

Telefónica doesn’t just have its own brand identity to manage. Its ecosystem includes an array of commercial brands spread across 16 markets, including telecom giants Movistar, Vivo, and O2. Adding to this complexity: Users in some of Telefónica’s different markets were using their own local platforms to manage and create branded content.
This wasn’t just inefficient: With different users working on various platforms, Telefónica struggled to maintain brand consistency, streamline collaboration, and simplify communication between its people and partners. Time for a new approach: In 2019, Telefónica started working with Frontify to help manage the complexity of this disjointed brand ecosystem.

Taking control of an expanding content universe

Working with Frontify, Telefónica built its dedicated Brand Factory as a single source of truth and global repository for all its content.

• Bringing order to confusion: The Brand Factory gives Telefónica a single, scalable, centralized platform to manage all its group brands.
• This is game-changing: Now, the different regions and user groups have one intuitive space to create and collaborate on Telefónica projects.
• But there’s more to the story: Telefónica’s Brand Factory isn’t just a comprehensive asset management library. It gives the company an easy way to share information about campaigns and best practices — while serving as a continual source of inspiration.
• The bottom line: Since activating Frontify, Telefónica can guarantee brand consistency across borders and touchpoints. Collaboration, communication, and content creation — everything has become easier.

The future’s looking bright. Where to next?

• The Brand Factory has become the go-to place for all brand users to consult, access, and live out the brand on a daily basis.
• With Frontify, Telefónica is now in the best possible position to reach its goal of unleashing a brand full of possibilities for its users.