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SingTel
Catching The
Love Boat
The Psychology of Telco Branding
March
2014
How Singaporeans see SingTel
“stiff, boring, arrogant, robotic, cold and unfriendly”
Executive
summary
 A brand lacking a lovable soul?
 A introverted brand posture with extroverted
ambitions?
 A multimed...
Symptoms
 Choppy brand resonance
 Faults are amplified
 Cloudy Brand-to-Product value
Does SingTel lack a
„lovable‟ brand
soul?
Johan Buse
VP Consumer Marketing, SingTel
“Ultimately, my belief is that a company
needs to have a soul”
A brand soul
still in WIP?
 Dreams?
 Quick affairs?
 An unreachable star?
Marketing
1.5?
The
chemistry
 Purpose
 Movement
 Persona
 Meme
 Song
 Style
Purpose
StarHub People Power
Movement
StarHub Happiness
Persona
StarHub Quirkiness
Meme
StarHub Sparky
Song
StarHub Be Free
StarHub Invigoration
Style
An unfair advantage?
The game to
beat
 Down-to-earth
 Convivial
 Uplifting (heart warming)
SingTel‟s David vs.
Goliath dilemma
A difficult
decision
 Act big and resonant small?
 Act small and resonant big?
Recognition
Control
Power
Security
Belonging
Conviviality
Enjoyment
Vitality
StarHub
SingTel
M1
Recognition
Control
Power
Security
Belonging
Conviviality
Enjoyment
Vitality Lovability
sweet spot
Recognition
Control
Power
Security
Belonging
Conviviality
Enjoyment
Vitality
Freedom
“You Can”
Recognition
Control
Power
Security
Belonging
Conviviality
Enjoyment
Vitality
Fun
“Live It.”
Recognition
Control
Power
Security
Belonging
Conviviality
Enjoyment
Vitality
Amazing
“Be”
Recognition
Control
Power
Security
Belonging
Conviviality
Enjoyment
Vitality
Customer
slack
Less
forgiving
Most
forgiving
...
Recognition
Control
Power
Security
Belonging
Conviviality
Enjoyment
Vitality
“Yes”
Caveat
Service
Charisma
 I‟m fun
 I‟m approachable
 I‟m part of the gang
 …. and I don‟t overpromise
SingTel‟s best sweet
spot?
“Let someone else be the dumb, fat, pipe.”
Allen Lew
CEO, Group Digital Life, SingTel
Recognition
Control
Power
Security
Belonging
Conviviality
Enjoyment
Vitality
Passion
“For all that you love”
What If
solut...
What If
companies co-create brand love with their customers?
What If
Sentiments
Motivators
Response
Triggers
Trust Relevance Happiness Advocacy Loyalty Intent
Emotional Social
Gratifi...
To Make You Extraordinarily Happy
Would you love them more?
cxg
extraordinary relevance
SingTel | Catching The Love Boat
SingTel | Catching The Love Boat
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SingTel | Catching The Love Boat

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The Psychology of Telco Branding

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SingTel | Catching The Love Boat

  1. 1. SingTel Catching The Love Boat The Psychology of Telco Branding March 2014
  2. 2. How Singaporeans see SingTel “stiff, boring, arrogant, robotic, cold and unfriendly”
  3. 3. Executive summary  A brand lacking a lovable soul?  A introverted brand posture with extroverted ambitions?  A multimedia brand without a multimedia charm?
  4. 4. Symptoms  Choppy brand resonance  Faults are amplified  Cloudy Brand-to-Product value
  5. 5. Does SingTel lack a „lovable‟ brand soul?
  6. 6. Johan Buse VP Consumer Marketing, SingTel “Ultimately, my belief is that a company needs to have a soul”
  7. 7. A brand soul still in WIP?  Dreams?  Quick affairs?  An unreachable star?
  8. 8. Marketing 1.5?
  9. 9. The chemistry  Purpose  Movement  Persona  Meme  Song  Style
  10. 10. Purpose StarHub People Power
  11. 11. Movement StarHub Happiness
  12. 12. Persona StarHub Quirkiness
  13. 13. Meme StarHub Sparky
  14. 14. Song StarHub Be Free
  15. 15. StarHub Invigoration Style
  16. 16. An unfair advantage?
  17. 17. The game to beat  Down-to-earth  Convivial  Uplifting (heart warming)
  18. 18. SingTel‟s David vs. Goliath dilemma
  19. 19. A difficult decision  Act big and resonant small?  Act small and resonant big?
  20. 20. Recognition Control Power Security Belonging Conviviality Enjoyment Vitality StarHub SingTel M1
  21. 21. Recognition Control Power Security Belonging Conviviality Enjoyment Vitality Lovability sweet spot
  22. 22. Recognition Control Power Security Belonging Conviviality Enjoyment Vitality Freedom “You Can”
  23. 23. Recognition Control Power Security Belonging Conviviality Enjoyment Vitality Fun “Live It.”
  24. 24. Recognition Control Power Security Belonging Conviviality Enjoyment Vitality Amazing “Be”
  25. 25. Recognition Control Power Security Belonging Conviviality Enjoyment Vitality Customer slack Less forgiving Most forgiving Least forgiving
  26. 26. Recognition Control Power Security Belonging Conviviality Enjoyment Vitality “Yes” Caveat Service
  27. 27. Charisma  I‟m fun  I‟m approachable  I‟m part of the gang  …. and I don‟t overpromise
  28. 28. SingTel‟s best sweet spot?
  29. 29. “Let someone else be the dumb, fat, pipe.” Allen Lew CEO, Group Digital Life, SingTel
  30. 30. Recognition Control Power Security Belonging Conviviality Enjoyment Vitality Passion “For all that you love” What If solutions were so clear and simple?
  31. 31. What If companies co-create brand love with their customers?
  32. 32. What If Sentiments Motivators Response Triggers Trust Relevance Happiness Advocacy Loyalty Intent Emotional Social Gratification Authentication Validation Augmentation companies understand your inner needs in hard working numbers?
  33. 33. To Make You Extraordinarily Happy Would you love them more?
  34. 34. cxg extraordinary relevance

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