The Psychology of Telco Branding

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?

21. Recognition
Control
Power
Security
Belonging
Conviviality
Enjoyment
Vitality
StarHub
SingTel
M1

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