The sun brand goes up

Wirz positions Sunrise as a brand for human communicationOn the one hand, the positioning "Communication is life" is suitable for establishing Sunrise as a full-service provider; on the other hand, no competitor in Switzerland has yet occupied this field. This is how Wirz Werbung, which has been in charge of the Sunrise mandate since the merger of Sunrise with Diax, justifies the telecom provider's new strategic orientation.The Zurich-based agency bases its argumentation on a Brand Focus study it developed and conducted among the four major telecom brands. It revealed that the identity of the Sunrise brand is not yet tied to a fixed idea: Sunrise is not seen as aloof and elitist like Orange, and Sunrise is not seen as unfriendly, stolid and arrogant like Swisscom, whose technical expertise and coverage is praised.
"In all 21 image dimensions of Brand Focus, nobody said anything bad about Sunrise," says Simon Walter, Sunrise strategist at Wirz.
For these reasons, Sunrise won out over Diax after the merger when the new company name was decided. Diax's image had been damaged, primarily due to its poor coverage among consumers. Page 6