Mr Lovemarks to join Telecom NZ board
I’m very pleased to hear that global branding guy Kevin Roberts has joined the board of Telecom NZ. Telecom has struggled to build a positive customer franchise since it was corporatised in the mid 80s. Of course Telecom hasn’t helped itself with its perceived industry game playing, and it should have gone for GSM a long time ago (if it had, Vodafone wouldn’t have much of the business market in NZ). But let’s be honest, Telecom also suffers because everyone always hates the incumbent (as they do in Australia and Britain). Look at how Telstra and Vodafone are seen as challenger brands in NZ when they are both much bigger players internationally, with few better and many worse customer experiences overall.
I actually have a lot of respect for much of the people and capability in Telecom. If that potential can be unleashed to create a valued and warm relationship with customers (and I’m not talking about cute ad campaigns with animals and children), you’d be hard pressed to find someone as knowledgeable as Kevin Roberts to help steer them. Global CEO of Saatchi & Saatchi, hugely enthusiastic about everything, and author of much-acclaimed marketing book “Lovemarks,” Kevin is a very smart appointment. I await developments with interest.
Disclosure: I have financial interests in all 3 major telecommunications players in the NZ market, I have had business relationships with all of them, I am or associated with a customer of all of them, and I advised Telecom on strategy and change in its early years.
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