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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.
SingTel Catching The Love Boat The
Psychology of Telco Branding March 2014
2.
How Singaporeans see
SingTel “stiff, boring, arrogant, robotic, cold and unfriendly”
3.
Executive summary A brand
lacking a lovable soul? A introverted brand posture with extroverted ambitions? A multimedia brand without a multimedia charm?
4.
Symptoms Choppy brand
resonance Faults are amplified Cloudy Brand-to-Product value
5.
Does SingTel lack
a „lovable‟ brand soul?
6.
Johan Buse VP Consumer
Marketing, SingTel “Ultimately, my belief is that a company needs to have a soul”
7.
A brand soul still
in WIP? Dreams? Quick affairs? An unreachable star?
8.
Marketing 1.5?
9.
The chemistry Purpose Movement
Persona Meme Song Style
10.
Purpose StarHub People Power
11.
Movement StarHub Happiness
12.
Persona StarHub Quirkiness
13.
Meme StarHub Sparky
14.
Song StarHub Be Free
15.
StarHub Invigoration Style
16.
An unfair advantage?
17.
The game to beat
Down-to-earth Convivial Uplifting (heart warming)
18.
SingTel‟s David vs. Goliath
dilemma
19.
A difficult decision Act
big and resonant small? Act small and resonant big?
20.
21.
Recognition Control Power Security Belonging Conviviality Enjoyment Vitality StarHub SingTel M1
22.
23.
Recognition Control Power Security Belonging Conviviality Enjoyment Vitality Lovability sweet spot
24.
Recognition Control Power Security Belonging Conviviality Enjoyment Vitality Freedom “You Can”
25.
Recognition Control Power Security Belonging Conviviality Enjoyment Vitality Fun “Live It.”
26.
Recognition Control Power Security Belonging Conviviality Enjoyment Vitality Amazing “Be”
27.
Recognition Control Power Security Belonging Conviviality Enjoyment Vitality Customer slack Less forgiving Most forgiving Least forgiving
28.
Recognition Control Power Security Belonging Conviviality Enjoyment Vitality “Yes” Caveat Service
29.
Charisma I‟m fun
I‟m approachable I‟m part of the gang …. and I don‟t overpromise
30.
SingTel‟s best sweet spot?
31.
“Let someone else
be the dumb, fat, pipe.” Allen Lew CEO, Group Digital Life, SingTel
32.
Recognition Control Power Security Belonging Conviviality Enjoyment Vitality Passion “For all that
you love” What If solutions were so clear and simple?
33.
What If companies co-create
brand love with their customers?
34.
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?
35.
To Make You
Extraordinarily Happy Would you love them more?
36.
cxg extraordinary relevance
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