Telstra: How a telco became the people's champion

Australian telco giant Telstra was a brand that consumers used but didn't overly like. Inese Kingsmill, Telstra's Director of Corporate Marketing, spoke at Marketing Week 2012 in Adelaide to explain that faced with increasing competition and greater customer choice, the company had little choice but to undergo a massive rebrand.

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...

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