Did anyone else notice the ‘not so subtle’ rebrand of Optus?
Out with the old…
Firstly, here’s a refresher on the old brand (the animals)
The animals never really struck a chord for me – I failed to see the relevance and connection – If they were trying to make the brand more appealing, who was the ‘idea guy’ that put his hand up and said ‘hey everyone loves animals, let’s just do that’.
This was the official statement from Optus:
“In the coming weeks you’ll see a different look with a new logo, a new feel and a new way that we speak to our customers. This is the beginning of something big to deliver on the promise of yes – the very commitment our business was built on,”
Does this statement (the promise of yes) mean anything to the everyday consumer?
Why do company’s rebrand?
What I find interesting is not so much the aesthetic but the reasons and events that led to the decision to rebrand.
Telstra’s revamped branding efforts continue to see it aggressively grow at over 3 times the size of the 4G customer base that Optus has alone.
Optus had to do something.
Telco’s have a tough job because consumers share a love/hate relationship with them – You need them but you don’t like them and so they’re forced to create super over the top friendly campaigns to try and win back some good will.
Here is Optus’ attempt to win you back. Is it working?