Telecom Brands. So Near, So Far, Sharpening Their Marketing Swords - A Working Framework

Caol Samms

This paper looks at the status of telecom and information technology branding and communications in the global market-place.

Telecom Brands So Near, So Far, Sharpening Their Marketing Swords - A Working Framework

Carol Samms, Managing Director, Through the Loop Consulting Ltd., United Kingdom.

INTRODUCTION

The forces of change in the telecommunications and information technologies industries cannot be under-estimated. There are seismic shifts occurring in the players themselves, in technologies and importantly, in customer expectations. Against this backdrop, it is not surprising that companies are duly sharpening their marketing swords and some more effectively than others.

Marketing strategy has come under the spotlight but branding strategy and communications disciplines are essential components of the process. The...

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