'The people of Ericsson live our brand'

February 15, 2005

1 Min Read

CANNES, France -- Ericsson, the world's leading telecom supplier, launches a new brand platform during the 3GSM World Congress in Cannes under the slogan "Taking you forward." The tag line conveys that Ericsson is a partner that defines and delivers progress, and is supportive, consultative, proactive, innovative and trustworthy.

The communication of the brand is a vital instrument for reaching Ericsson's strategic business objectives. The new brand platform and creative expression is powerful, distinct and aligned with the company's core values and ways of working.

"Every one of us lives up to the core values that the company stands for," said Carl-Henric Svanberg, president and CEO of Ericsson. "The people of Ericsson live our brand."

Ericsson's core values of respect, perseverance and professionalism are the cornerstones of the company's ways of working and prerequisites for true market leadership.

The new brand platform illustrates Ericsson's vision of being the prime driver in an all-communicating world. As the prime driver, consumer understanding, responsiveness and technology leadership are essential to success.

"Our new brand platform reflects the identity of Ericsson," said Pia Gideon, Ericsson's head of External and Market Communications.

Ericsson AB

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