LIBERIA: MTN launches a new brand in line with its Ambition 2025 strategy for Africa’s digital progress

Africa’s most admired African brand, MTN, is rebranding to reflect its evolution from the continent’s most valuable telecommunications provider to Africa’s leading digital technology company.

The rebrand reflects MTN Group’s commitment to its Ambition 2025 strategy to build leading digital platforms that enable Africa’s progress across the telecom, fintech, infrastructure, API and content and messaging ecosystem.   It is the second brand overhaul since the mobile operator’s founding in 1994, the previous refresh being in 2004.

Kicking off with a provocative and simple question, “What are we doing today?”, the brand refresh promises to reveal MTN as more than just a telco.  In developing and designing its new brand, MTN is responding to the reality that whilst it was born into the analog era, its customers today spend much of their time in the social and digital world.  The new brand identity and its expression is modern, simple, bold and digitally dynamic.

Through its delivery of Ambition 2025, MTN aims to accelerate growth and unlock the value of its infrastructure, assets, and platforms. A pioneer of innovation,  the brand refresh reasserts MTN’s role as a technology leader in Africa and its role in accelerating progress through the simple act of doing.

Ralph Mupita, MTN Group President and CEO said, “It should come as no surprise that our identity as a telco is only a part of who we are and that our legacy and story are still in the making. We are at an inflection point; the world has changed and, as a digital first business, we must change with it. This is reflected in our active evolution from being a telco to a techno and doing this together with our Nation States for the benefit of our stakeholders. Our rebrand is an expression of this as we steer towards a singular global brand. 

For Lonestar Cell MTN, this rebranding inspires Liberia’s leading telecommunications company to continue its evolution as a technology company.

Lonestar Cell MTN Chief Executive Officer, Rahul De, said, “This rebrand demonstrates commitment to our Ambition 2025 strategy, to build leading digital platforms that accelerate Liberia’s progress across the telecom, fintech, infrastructure, API and content and messaging eco-system.”

With a clear and concise brand strategy that ‘Opportunity + Energy = Progress’, MTN understands that to truly unlock the full benefits and potential of the digital world requires a combination of drive, progressive thinking, and the right tools that help doers get from can, to done.

MTN Group Executive Marketing, Bernice Samuels said: “Our new positioning and refreshed brand identity is centred on the notion that Africa is never still. And now more than ever, true progress for Africa can only be realised by closing the gap

between ‘can’ and ‘done. It is the doing that bridges the gap between can and done. “It is off this insight that our new campaign, “What are you doing today?” will launch across our footprint by challenging, celebrating and providing tools for doers, because  we progress, as individuals, communities and countries, Africa progresses”, she concludes.

The campaign rolled out from 17 February 2022 across digital and social platforms, OOH, print, radio and TV, with the first pan-African flighting on 27 February 2022.

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