Uli Klenke, Deutsche Telekom's Chief Brand Officer, recently spoke with Lorenzo Coruzzo from Brand Finance. We discussed Deutsche Telekom's strategies and challenges as it seeks to become the world's premier telecommunications brand.
Klenke speaks about how Deutsche Telekom is becoming the world's leading telecommunications brand, including a discussion of:
- How Deutsche Telekom maintains its brand relevance and adaptability in a rapidly evolving technological landscape.
- Deutsche Telekom's customer-centric approach, exploring how they continually build trust and meaningful connections.
- The role sustainability and social responsibility play within Deutsche Telekom's broader brand strategy.
Throughout the discussion, trust is repeatedly cited as the cornerstone of the brand. Klenke emphasises that in an era where people are increasingly sceptical of traditional political, media, and non-governmental institutions, a corporate brand must earn and reinforce trust through clear values, consistent quality, and strong security measures.
Trust here encompasses multiple dimensions—from reliable products and secure services (sovereign clouds, security products) to a consistent, agile presence in the market.
Brand relevance and adaptability
Klenke discusses how Deutsche Telekom maintains its brand relevance and adaptability amid a rapidly evolving technological landscape. Klenke argues that embracing digital transformation, agility, and innovation is central to Deutsche Telekom's brand strategy. He highlights specific initiatives and technologies Deutsche Telekom has leveraged to remain competitive, such as their pioneering work with 5G technology, artificial intelligence, and digital ecosystems.
Deutsche Telekom aims to establish itself as the leading global telecommunications brand, leveraging its extensive global experience and expertise. Although each customer operates within a specific market, the brand's worldwide knowledge allows it to consistently surpass customer expectations.
A customer-centric approach, building trust
Deutsche Telekom's strategy aims to work on a customer-centric approach. Klenke shares how the brand builds and sustains trust and meaningful connections with customers.
The conversation highlights the need for an agile organisation capable of rapidly adapting to technological changes and market fluctuations. This includes integrating AI to improve customer experience, using a one-app strategy for consistent customer interaction, and ensuring that product development and communication are creative and responsive.
In a market characterised by rapid shifts, agility is critical for maintaining competitive advantage. These shifts might result from global crises, changing technology platforms, or changing customer expectations.
Klenke emphasises the importance of understanding customer needs, personalising experiences, and consistently delivering high-quality services. Additionally, we discuss how Deutsche Telekom uses data-driven insights to enhance customer engagement and satisfaction.
Sustainability and social responsibility in brand strategy
Sustainability and social responsibility are essential components of Deutsche Telekom's brand strategy. Klenke discusses the company's initiatives to reduce its environmental impact, including ambitious targets for carbon neutrality and investment in renewable energy sources. He also outlines its commitment to social responsibility through community-focused programs and its approach to ethical business practices.
This includes being responsible stewards of customer information by protecting users. It also includes appropriate transparency disclosures to customers while protecting personal data from adversarial actors. Superior customer experiences, coupled with a strong, trusted brand, help secure loyalty and position the company favourably against competitors in both B2B and B2C segments.