SingTel builds brand love using social media
Low Lai Chow
"People think we are a little bit cold; a little bit unfriendly. We do a great job delivering telco services, but they don't love us." So lamented Johan Buse, SingTel's vice president, consumer marketing, at the two-day APPIES 2013 festival, held in Singapore in August 2013.
For the telecommunications company, an incumbent operator in the industry, awareness is hardly a problem. When it comes to emotional resonance, however, Singaporeans aren't exactly feeling it. After all, SingTel delivers something rather different than the brands they are truly attached to, like...