Telecom to rebrand as Spark

Once in a while something magical happens just as an editorial deadline approaches. The fog of writer’s block lifts and there it is: a gift from the advertising agency heavens. Spark.

For us marketers, the temptation to rebrand is like a disease. In fact it is a rite of passage for a shiny new marketing manager to suggest a rebrand in the first week of the first job they take. Several years go by. The marketing manager faces the boardroom firing squad multiple times, is made redundant a couple of times and takes on a more weathered resilience. Then, in the best cases, like a butterfly they reemerge with commercial acumen and genuine ability.

Why change a name that has so much history, meaning, brand recognition and relevance to something that already feels dated? …

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