Cu chuyn ca Viettel hay g nh

qu lm thng hiu
(CafeF1.com) Khi c cu khu hiu (slogan) Hy ni theo cch ca bn Say it your way,
khng ai tin l mt slogan ca mt cng ty Vit Nam m cn l slogan ca mt cng ty ca
qun i bi n qu Ty. Nhng chuyn gia xy dng thng hiu gi a l cu
chuyn ca G nh qu lm thng hiu.
Cu chuyn di y c chia s trn FLI Blog ca FPT nh mt cch mo u cho bui giao lu
ca v i din Viettel v cn b cng nhn vin FPT.
Nh qu nhng chi tri!
Trc khi bt tay vo vic xy dng thng hiu cho Cng ty Vin thng Qun i, kin thc v
thng hiu ca nhng lnh o cng ty ny gn nh bng con s O trn trnh. ng Nguyn Mnh
Hng, Ph Tng gim c Viettel cho bit: Lc c giao nhim v xy dng thng hiu, ti cng
khng bit g nhiu v vn ny, ch hiu lng mng l i lm logo cho cng ty.

Tuy nhin, ng Hng v cc ng nghip ti Viettel u chung mt ngh: phi thu mt cng ty
nc ngoi c nhiu kinh nghim t vn.
JW Thompson (JWT) Cng ty qung co nc ngoi c chn. Mt cng ty qun i vn c
kiu marketing nh qu nh Viettel th vic thu JWT c th coi l mt hnh ng chi tri. Hp
ng ca Viettel v JWT lc c tr gi 45.000 USD vi thi hn 2 thng (thc t mt ti 8 thng),
c coi l mt hp ng t ca Viettel trong lch s lm marketing ca cng ty ny.
Th nhng c l l mt trong nhng hp ng v thng hiu hi nht m Viettel c c.Khi bt
u lm thng hiu, Gim c sng to ca JWT Steve Bonnell ni vi ng Hng: Xy dng
thng hiu l i tm mt trit l sng cho cng ty ca cc ng. ng d tnh vi chng ti v chng
ti cng khng mong iu . Steve cng khng ng rng sau ny nhng ngi ca Viettel lm vic
vi ng li thc hin mt cch nghim tc n mc kinh khng cu ni ca mnh. Cu ni ca Steve
gp phn lm cho hp ng vi Viettel tr thnh mt hp ng b h nng ca JWT.
i ngc li truyn thng

Mt trong nhng yu cu cc k quan trng trong qu trnh xy dng thng hiu ca Viettel l a
ra im khc bit gia Viettel v cc cng ty vin thng khc. Viettel bt u bng vic chng li
lch s. Trong nhiu nm, ngnh vin thng l mt ngnh c quyn. Nhng khch hng s dng
dch v vin thng nh in thoi c nh, in thoi di ng, internet, b gi l thu bao v b coi
nh nhng con s ch khng nh nhng con ngi.
Khi a ra tng v tm nhn thng hiu (brand vision), ng Hng ni vi pha JWT: Ti mun
cc khch hng ca Viettel c tn trng hn. H l nhng c th ring bit vi nhng c im
ring, nhu cu ring ca h, h phi c phc v theo cch ring ch khng phi nh kiu phc v
cho m ng. H l nhng khch hng ch khng phi l nhng con s. V mt tng, Viettel
thc s to nn mt c i ngc li truyn thng v a ra nhng vn nhy cm m mi ngi
cha tm ti.
B tc ca Slogan ng Ty kt hp
Khi cng cc chuyn gia thng hiu ca JWT lm vic, pha Viettel a ra mt yu cu cho vic xy
dng tm nhn thng hiu: s kt hp ca vn ho ng Ty s to nn mt s b sung hon
ho cho vn ho ca Viettel. Theo ng Hng, ngi phng ng thng ra quyt nh da trn 3
yu t.
Th nht l da vo cm nhn trc quan ra quyt nh, kiu nh vic thy thng ny chi c
th k hp ng. Th hai, l nng v t duy tnh cm. Th ba, l ch v c ch cn bng. Th
nhng, mt yu ca n l thiu t duy phn tch, logic, tnh h thng, thiu tnh sng to v ci cch,
cng nh thiu c ch ng lc c nhn, m y li l nhng im ni bt ca ngi phng Ty.
Ban u JWT a ra tm nhn Technology with a heart, khu hiu ny p ng kh tt yu cu v
kt hp vn ho ng Ty m Viettel t ra. Th nhng khi JWT a ra mt s la chn khc l
Caring Innovator th Ban lnh o ca Viettel li i . Theo gii thch ca Viettel v tm nhn nhn
hiu Caring Innovator biu hin 2 nt vn ho: phng ng vi Caring th hin s quan tm,
chm sc, hng ni; phng Ty vi Innovator th hin s sng to, hin i, tnh t ph v
mang hi th ca khoa hc k thut.
Tuy nhin, khng ging nh s ng nht cao v tm nhn thng hiu, vic a ra mt slogan cho
Viettel li gp phi rc ri ln khi c Viettel v JWT cha tm ra mt slogan tt hn tho mn c vic
c nhn ho nhu cu ca khch hng v kt hp c c trit l ca vn ho ng Ty. Nhiu
slogan khc c JWT a ra nh Far become near hay Closer and Closer. . . u khng c
chp nhn v b ch l qu tnh cm, qu thin v vn ho phng ng. Thm ch pha Viettel cn
t chc ring mt cuc thi trong ni b cn b cng nhn vin ca Viettel vi gii thng 100 triu
ng cho ai a ra c mt Slogan ph hp. Th nhng hng nghn tng c a ra m
khng c mt tng no c chp nhn.
Gim c sng to ca JWT ni vi ng Hng: Chng ti b l vi hp ng ny v cc ng qu
k tnh trong vic xy dng thng hiu.
Say it your way
Vo thi im kh khn nht, JWT a ra mt s slogan cho Viettel trong c slogan Say it your
way nh mt s la chn cui cng.Th nhng khng ging nh nhng g cc chuyn gia nhn
hiu ca JWT tng tng, Say it your way c Viettel n nhn mt cch kh nng nhit. ng
Nguyn Mnh Hng ni: l mt Slogan i ca chng ti, n khng ch p ng nhu cu

hng ti nhng nhu cu ring bit ca tng khch hng m cn th hin s quan tm lng nghe
ca Viettel i vi nhu cu .

Mt khc, i vi chnh ni b ca Viettel, slogan ny cng th hin s quan tm, lng nghe n cc
nhu cu, kin, tng sng to ca tng c nhn v cho php h c th hin theo cch ring
ca mnh.
Logo Du ngoc kp
Vt qua c chng ngi vt v slogan, Viettel v JWT li gp mt rc ri khc khi thit k logo.
Hai bn mt gn 2 thng m khng th tm ra c mt tng thch hp cho vic thit k logo.
Pha JWT a ra mt s tng rt Vit Nam v rt qun i cho vic thit k nh tng thit k
logo hnh ch V hay hnh Ngi sao, nhng u khng c pha Viettel chp thun v n khng
c sng to cho lm, khng th hin c tnh t ph v quan trng hn l n khng th hin
c trit l thng hiu nh li nhn xt ca ng Hng.
Khong gn 2 thng, vic thit k logo cho Viettel b hon li cho n mt ngy Steve Bonnell t
nhin ngh ra tng v Du ngoc kp v gi ngay cho ng Hng. Ti ngh ngay n s trn trng.
Nu bn tn trng cu ni ca ai , bn s trch dn trong du ngoc kp. iu ny cng rt thch
hp vi slogan Say it your way c a ra trc : Viettel quan tm v trn trng tng nhu cu
c nhn ca cc khch hng cng nh nhn vin ca mnh. ng Hng cho bit v ngha ca
tng ny.
Vi tng ca du ngoc kp, logo ca Viettel sau c thit k vi hnh elip biu tng cho s
chuyn ng lin tc, sng to khng ngng (vn ho phng Ty) v cng biu tng cho m
dng ho quyn vo nhau (vn ho phng ng). Ba mu trn logo cng c nhng ngha c
bit: mu xanh (thin), mu vng t (a), v mu trng (nhn). Theo ng Bt qui th thin ng vi
mu nhng c i thnh mu xanh cho tng mu ph hp vi b cc v ph hp vi biu
trng ca qun i.
G nh qu lt xc
K t khi hon thnh vic xy dng tm nhn thng hiu, slogan v logo, Viettel dng nh bt u
mt cuc sng mi. Trong s cc cng ty vin thng mi hot ng, Viettel l cng ty duy nht i

vo tm tr ca khch hng vi mt tng rt khc bit v c th ho vic phc v cc dch v vin

thng v v s lng nghe nhu cu ca tng khch hng ti Vit Nam.
V mt bn cht, gi in thoi c nh (mng 266xxxx) hay di ng (mng 098) ca Viettel th cng
khng khc g gi in thoi ca mng c nh ca VNPT hay gi di ng ca Vinaphone, Mobiphone
hay S-Fone. Th nhng tng bn c ni theo cch ca ring mnh Say it your way to ra s
cm nhn khc bit. mi ch bc khi u ca vic xy dng mt nhn hiu.
Thch thc ln hn l Viettel phi c c nhng kinh nghim nhn hiu branded experience
thnh cng. y mi l iu kh nht v n s ko di trong sut thi gian hot ng kinh doanh ca
Viettel. G nh qu Viettel c thc s c lt xc trong cuc chin tranh nhn hiu trong tng
lai hay khng? Khch hng ch khng phi cc chuyn gia v nhn hiu s c cu tr li chnh xc
nht.