The brand platform uses the slogan "Taking you forward". This conveys that Ericsson defines and delivers progress and is supportive, consultative, proactive, innovative and trustworthy.
Communication of the brand is a vital instrument for reaching Ericsson's strategic business objectives. The brand platform and creative expression is powerful, distinct and aligned with the company's core values and ways of working.
"Every one of us lives up to the core values that the company stands for," said Carl-Henric Svanberg, president and CEO of Ericsson. "The people of Ericsson live our brand."
Ericsson's core values of respect, perseverance and professionalism are the cornerstones of the company's ways of working and prerequisites for true market leadership. The brand platform illustrates Ericsson's vision of being the prime driver in an all-communicating world. As the prime driver, consumer understanding, responsiveness and technology leadership are essential to success.
