NTT DoCoMo is in a rebranding exercise

Having witnessed its market share dropping below 50% for the first time in a decade, NTT DoCoMo is introducing a new brand logo in an attempt to galvanize its ailing business. According to DoCoMo, the new logo means “energy and dynamism”. The change will require to do a makeover of 1,800 shops and, as Financial Times put it, “a small forest of stationery”. This is not the first attempt for DoCoMo to change its image – last summer it started a marketing campaign under the “DoCoMo 2.0” brand. However, changing the brand is far from being enough to reverse the market dynamics into your favor and hopefully DoCoMo realizes this.

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