singtel | catching the love boat
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The Psychology of Telco BrandingTRANSCRIPT
SingTelCatching TheLove BoatThe Psychology of Telco Branding
March2014
How Singaporeans see SingTel
“stiff, boring, arrogant, robotic, cold and unfriendly”
Executivesummary
A brand lacking a lovable soul? A introverted brand posture with extroverted ambitions?
A multimedia brand without a multimedia charm?
Symptoms Choppy brand resonance Faults are amplified Cloudy Brand-to-Product value
Does SingTel lack a ‘lovable’ brand soul?
Johan BuseVP 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 Lovabilitysweet 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
Customerslack
Lessforgiving
Mostforgiving
Leastforgiving
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 LewCEO, Group Digital Life, SingTel
Recognition
Control
Power
Security
Belonging
Conviviality
Enjoyment
Vitality
Passion
“For all that you love”
What If
solutions were so clear and simple?
What If
companies co-create brand love with their customers?
What IfSentiments
Motivators
Response
Triggers
Trust Relevance Happiness Advocacy Loyalty Intent
Emotional Social
Gratification
Authentication
Validation Augmentation
companies understand your inner needs in hard working numbers?
To Make You Extraordinarily Happy
Would you love them more?
cxgextraordinary relevance