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July 11, 2005
Telekom and its service
Its been a while since Telekom announced its intention to rebrand to TM.
Last week, and I must have overlooked the article, it was stated in a parliamentary session that the rebranding exercise would cost RM 9 million, but in the session, Energy, Water and Communications Minister Datuk Shaziman Abu Mansor outlined some interesting reasons why the rebranding took place in the first place:
"The rebranding was done to ensure the company's ability to compete in the highly competitive industry is not affected and to discard negative perceptions towards the Telekom Malaysia brand."
So basically, we change the name and the consumer discards his negative perceptions. Now this is interesting. I wasn't aware of this. So it is expected of me to erase, or delete any negative thoughts towards Telekom, and let TM start with a new slate.
I will try, I will try hard. But rebranding, to me, is actually something else. We could start here with an interesting write-up.
Posted by Andreas at July 11, 2005 11:12 AM
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Comments
I agree that consultants were probably involved, but I don't think that the 9 million went to them. Consulting is cheap nowadays, and very much commoditized. Not all, but well, in branding, yeah. So while there might a couple of 100,000s that went to them, I don't think that the some exceeded RM1 million. But of course, I might be wrong!
Posted by: Andreas at July 11, 2005 01:12 PM
My guess is that they hired some CONsultants who suggested that Telekom (now TM) get a new symbol as part of the rebranding exercise. I also suspect a substaintial part of the RM 9 million went to these people.
Posted by: Adam at July 11, 2005 12:12 PM