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What Singtel’s rebranded identity looks like

Singapore’s largest telco has undergone a massive brand revamp, the first in 16 years, and has done away with its old logo for a new one (pictured, main image). Here’s what the old logo looks like (below):

singtel old

The brand has also repositioned itself with a brand promise “Let’s make everyday better.” In a press conference Singtel group CEO Chua Sock Koong said that this comes as Singtel has today grown from just being a telecoms company into a multimedia and ICT services.

The rebrand has been underway for more than a year, and Singtel worked with its creative agency Ogilvy & Mather on the brand refresh. Ogilvy & Mather retained the Singtel business in late 2013, after a hotly contested pitch. Its media buying business is still currently in review.

“Customers see us as a trusted, reliable brand at the forefront of technology. In this digital age, we recognized that customers also want things simpler, faster and delivered by people who truly care,” said Chua.

Chua declined to reveal the cost of the rebrand, talking instead about taking a “customer-centric attitude”. This will be through a series of new service promises such as shorter waiting times and distinct recognition of customer reality.

One such example is, from March 2015 customers can request call-backs by Singtel hotline officer at their preferred times. Also from April, customers with service appointments can expect Singtel technicians to arrive within 30 minutes of appointment time.

Singtel will also launch a weekly treat called “Better Thursdays with Singtel”. As a start, tomorrow postpaid mobile customers will enjoy free outgoing local calls. Subsequently on future Thursdays, there will be treats for customers.

Singtel consumer Singapore CEO, Yuen Kuan Moon said: “Our brand promise is an ongoing journey to delight our customers. We are committed to listen closely to our customers and introduce service enhancements that matter most to them.”

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