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“It was our logo that was designed for another purpose,” explains Rafael Fernández de Alarcón Azón, global director of brand at Telefónica, discussing the work that has gone into one of the world’s largest telecommunications providers’ latest master rebrand, its first since 1998.
Unveiled last April, the new branding signals to shareholders Telefónica’s plans for its own digital future—and serves as an indication of the Spanish headquartered company’s new b-to-b technology focus. Telefónica had spent recent years building its b-to-c brands—O2, Movistar and Vivo—which provide fixed and mobile telephony, broadband and subscription television in Europe and the Americas.
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