Telstra has finally admitted that they are set to launch a massive $250M rebranding of the national carrier after admitting that prior brand marketing was “schizophrenic”. All prior marketing has been scrapped.Exclusivelly revealed by ChannelNews two weeks ago the rebranding campaign is being launched weeks out from a crucial shareholder vote on a deal between Telstra and the NBN Co.
The new campaign which is set to be rolled out over the next two years will see all Telstra packaging and point of sale marketing change.
The slogan “its how we connect” is set to be retained while the existing Telstra logo is set to appear in a new livery of multiple colours.
Mark Collis Creative Director at Telstra said last week “There was no point in changing our advertising until the company had started to change and customers had started to notice the changes”.
Collis admitted that there have been a lot of internal changes at Telstra over the past two years.
He said that the prime objective of the new campaign was to change the image of Telstra from being “an engineering” company to being a “Sales & Marketing” Company.
“We have to change the way people think about Telstra. We need to send a clear signal that Telstra has changed” he said.
Revealed late on Friday afternoon to Telstra staff the campaign is critical to Telstra who in an NBN broadband environment will face stiffer pricing competition as a variety of providers launch new services and products based around fibre broadband services.
As part of the rebranding, Telstra has introduced a spectrum of new colours that will be used to market their business, enterprise and consumer product offerings.
“The spectrum device and the “brand colour palette” will be used in all Telstra marketing said Collis.
In the past consumer have perceived the Telstra brand to be “big and blue” Mark Buchanan, Chief Marketing Officer said.
“Until now our advertising has been schizophrenic. This is a strategy that will put an end to that and ensure that there is a consistent look and tone to Telstra ads”.
Telstra have also confirmed that they are close to rolling out their new 4G network with several new 4G products set to go on sale in Telstra shops on October 12.
