The Tele2 brand


Knocking down walls

We’re not sorry, we’re proud. Because there comes a time when you have to knock down the old to make way for the new. And when the prevailing order is clinging to its power, you have to be fearless. Which brings us to the man who started Tele2.

 

Jan Stenbeck had a talent for turning impossible situations into big opportunities, like the state monopolies he fearlessly challenged. He didn’t just make mobile telephony possible. He liberated millions of people from unfair pricing practises – and then gave them the first dial-up internet.

So how come Tele2 continues to go well, when its brand is defined by so much disruption? Could it be the American-Swedish thing – a result of both Jan and Cristina Stenbeck living in the Big Apple? Maybe some type of proactive culture that attracts winning people? Or is it the modernity, equality and transparency that has blossomed in the new organisation? Probably not. 

For a challenger brand to keep moving through the decades requires a sense of purpose. A reason for being that goes beyond voice, data and price.

So how come Tele2 continue to go well, when its brand is defined by such disagreeable qualities? Could it be the American-Swedish thing - a result of both Jan and Cristina Stenbeck living in the Big Apple? Maybe some type of proactive culture that attracts winning people? Or is it the modernity, equality and transparency that has blossomed in the new organisation? Probably not. 

For us it is the belief that our job is to fearlessly liberate people to live a more connected life.

This is who we are and what we’re here for. And the Tele2 brand will continue to exist for as long as there are unnecessary constraints to the connected lives of our customers.

In fact, each and every one of us is sworn to this task. To learn more, explore the The Tele2 Way. 

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