Actions, not words

Some quick thoughts on the Telecom -> Spark thing.

Telecom’s biggest challenge has always been doing less. Like any incumbent telco, it has no end of systems, processes, technology and products that keep getting in the way of having a product line up that’s simple and complete while still innovating at the pace demanded by the telco industry. And despite all that, they’re doing a pretty reasonable job, potentially enabled by the energy injected by new leadership. Anyone paying attention can see that Telecom is moving in the right direction and out-thinking the brash up and coming ISPs and telcos that were doing so much chest beating in the last few years. You don’t hear much from them these days.

On the back of today’s news, marketing chap Jason Paris says in the NBR story comment thread: “…there are still key, fast growing customer segments that tell us they will always just out right reject the Telecom brand.” I have to say I dealt with enough people with long memories in my time there to say with confidence that people have long memories and no-one is going to forget that Spark = Telecom, especially after the front-page stories, tweets and Facebook comments exploding today. And isn’t it Skinny or another of the sub-brands’ jobs to reel these folk in?

Why not just show people that Telecom is able to listen to customers and give them what they want at a reasonable price with great associated story than bet the farm on a new name? This process is well underway already. Why not wait a while and see if it’s still necessary? I mean, today Telecom has announced a pretty interesting foray into TV, precisely the kind of thing you want an innovative, data-driven telco to get into, but the fluff and froth of the rebrand is getting the headlines.

Anyway, it’s happening and I sincerely hope it goes well – the people responsible for pulling this off have a lot of work in front of them. I understand the organisational transformation that started before I left has continued and is making good progress, I hope the re-brand helps rather than hinders the pain and effort everyone’s gone through to get this far.

Would also hope the folk in the shops and call centres are front and centre in everyone’s thinking and there’s more in it for them than a launch party and (another) new set of posters. As we all know, the folk you speak to when your phone or broadband needs sorting out and what they’re enabled to do by the company’s products and processes are far more responsible for a company’s brand than an advertising agency run by one of your board members.

Like I say, good luck to everyone concerned. The last thing any company needs is a clever dick ex-employee banging on about stuff like this, especially without the benefit of actually working at the company and knowing what’s actually going on, which is always vastly different to what you see from the outside / gets reported. I hope that in five years time we’re remembering the awesome products and service coming out of the organisation rather than the name shuffling.

 Not a Photoshop BTW.

Misc. thoughts:
– Not having the @sparknz Twitter handle among other things is a bit of an issue, but I imagine a large corporate wanting to obtain a punter’s dis-used Twitter handle is not that big a deal to quietly sort
– I await the new branding with interest. My personal opinion is that the agency’s track record is not great when it comes to Telecom and hope they can do better and more sustainable than previous efforts. Let’s face it, the Telecom marketing campaign everyone remembers is SPOT, can’t you guys just, erm, come up with something like that? I joke
– Troy has been kicking arse on the Twitter
– Lance Wiggs’ article is worth a read

One response to “Actions, not words”

  1. Andrew Pirie (Telecom) Avatar
    Andrew Pirie (Telecom)

    Richard, as always I respect your opinion but have to tell you all us at Telecom are really pumped about the move to Spark. We believe it will open up oppportunities with a whole lot of NZers who for a whole range of reasons (mostly historic) dont identify with the Telecom brand. We still value all those customers who love Telecom and we must bring them on the journey with us.

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