Telstra: How a telco became the people's champion
John Davidson
Australian telco Telstra was a brand at a crossroads, one that consumers used but didn't overly like. Faced with increasing competition and greater customer choice, the company had little choice but to undergo a massive rebrand, said Telstra's Inese Kingsmill.
Kingsmill, Telstra's Director of Corporate Marketing, was speaking at Marketing Week 2012 in Adelaide, Australia.
Telstra is arguably Australia's biggest brand, a telecommunications and media giant that was founded in 1975. Formerly government owned, Telstra operates services in the voice, mobile, internet access and pay television arenas. It has more...