Gamma has embarked on an exciting journey with the launch of its new brand campaign, aimed at reshaping its identity and emphasising the importance of relationships.
In an exclusive interview with UC Today, Gamma Marketing Director Andrea Herbert said the motivation behind the new campaign is to redefine Gamma’s core beliefs and identity.
“We did research in all of our markets and talked to a lot of partners and customers,” she said.
“What came out of it was it’s all about the people at Gamma. They’re really nice to talk to, they’re transparent, they’re honest; it’s the lovely niceness that wraps up Gamma and that’s what we wanted to come across in the campaign.
“We wanted to make Gamma come to life, and that’s what the campaign does.”
Herbert highlighted Gamma’s evolution from a UK-centric firm to a broader European communications player over recent years, explaining that this needed to shine through in the campaign.
The campaign aims to position Gamma as more than just a telecommunications provider but a company characterised by its strong relationships with partners and customers.
At the heart of Gamma’s new direction lies the belief in the power of relationships.
Herbert discussed new research findings indicating a strong correlation between the strength of business relationships and overall success.
Surveys conducted among 800 businesses revealed that a remarkable 72% valued rapport and strong relationships over price—a noteworthy insight in an industry often driven by cost considerations.
“I think everyone in the post-Covid world is looking to rebuild those relationships again and make sure they’re nice and strong,” Herbert said.
“Even more reason to do so is we can see through the research, the correlation between how successful a business is and how strong those relationships are.”
Moreover, the research shed light on a gap in businesses’ perceptions of their internal and external relationships, with only 37 percent feeling confident in the strength of these connections. This underscores the importance of fostering robust relationships both internally and with external stakeholders.
To assist businesses in assessing and improving their relationship dynamics, Gamma introduced the “Return on Relationships” calculator.
The tool allows businesses to evaluate their relationship strengths and weaknesses, providing personalised insights and actionable recommendations for improvement. By focusing on relationship-building efforts, Gamma aims to empower businesses to enhance their operational efficiency and drive success.
Looking ahead, Herbert hinted at exciting developments in Gamma’s campaign aimed at bringing the brand to life.
“This is the start of a lot more to come in the future,” she said. “We hope it allows us to show Gamma the caring, loyal, supportive and protective company that we are.
“We’ve built some really strong relationships, and the strength of those is why we’re a success.
“There’s a fun metaphor that we’re using to represent Gamma alongside the return on relationships calculator, and we hope everyone loves it as much as we do.”
For more information, visit Gamma.
