Rogers CEO: Customers Will Buy Brands Not Products

by Gaurav Kheterpal on March 13, 2010

Redboard with Rogers Top Boss

Redboard with Rogers Top Boss

A couple of weeks back, Rogers launched RedBoard to serve as a dialogue between the carrier and its customers. Last week, Jordan wrote about how RedBoard can be a huge gamble for Rogers as it comes to terms with the large volume of customer complaints.

Nadir Mohamed, Rogers President and CEO figured in an interview on RedBoard earlier this week and he expressed his thoughts on what’s in store for the communication industry in year 2010. The Rogers CEO acknowledges that the Canadian telecom industry is going through a transformation and 2010 is going to be an interesting year. As per Nadir, competition is bound to get intense with the entry of new players and the key for Rogers is to “stay focussed on where the customer is going and build on the brand and reputation that we have”.

In what I’d say are rather strong words, Nadir claims that ‘Rogers has the best networks in Canada which are tough to replicate’. He believes that in the future, more and more customers will not be buying products. They will be buying brands. Brands sell a company. And he’s right. All of Rogers competitors sell primarily the same list of products. Now it’s important for Rogers, or any other company, to differentiate themselves based on the brand. Here’s a summary of Nadir’s video interview.

“2010 will be a very interesting time, we really have an industry that’s transforming. The traditional products are starting to mature and we have a whole new set of products that people are going to buy. You’ll have new players coming into the market, competition is going to be more intense. The key for us at Rogers is to stay focused on where the customer is going and build on the brand and the reputation we have. Rogers is a brand that everybody understands, it’s the place to go where there’s new stuff. What’s the underpinning of our brand? It’s Innovation for sure, but I think one of the things we’re looking to build up is this idea that Rogers being a company that’s easy to do business with.”

On the whole, there’s nothing surprising about what’s been said in the interview. Talk about customer service, Rogers figured as one of the finalists in Canada’s worst cellphone bill. Mr. Nadir and his team surely have their work cut out as far as customer service is concerned. And the same can be said about their brand. All of the carriers lay claim to the biggest, fastest, smartest, cleanest, greenest, bestest network in the country.

How can Rogers claim a competitive advantage that’s the same as everyone else’s?

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Written by: Gaurav Kheterpal. Follow by: RSS,Twitter,, or Friendfeed

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