How telcos can build brand affinity in this unchartered era


Agency News



Positioning telcos as more than just essential services, but well-loved brands.

Telco brands are seeing their brand value eroded, as reported by Kantar’s BrandZ. Complex contractual terms, unstable network coverage, overpromised connection speed; these are just some reasons that consumers find it tough to feel affection for Telcos.

Yet, with COVID-19 skyrocketing our dependence on connectivity, therein lies the chance for Telcos to win consumers’ hearts as their services become more essential than ever before. Within weeks of the pandemic, global internet traffic surged by approximately 30%, outstripping an entire year’s worth of growth as social distancing became the new norm.

Read our latest report here to find out the five guiding principles that are key to answering society's connectivity needs and fostering brand love in these unparalleled times.