Changing Brand Perception: The Pragmatic Way
Basic facts
NAME Yuen Kuan Moon AGE 42 TITLE Executive Vice President of SingTel’s Consumer Group RESIDENCE Singapore
Changing brand perception
– the pragmatic way
TEXT
Marcel Noordman PHOTO Chris Maluszynski
SingTel is transforming itself from a traditional telco to a multimedia solutions company. Yuen Kuan Moon, Executive Vice President of SingTel’s Consumer Group, makes it clear that digging deeply into what makes consumers tick and bold partnering are crucial in meeting such a challenge.
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offensive in the digital consumer market must have had implications for the SingTel brand and what it stands for? Yuen Kuan Moon says: “As SingTel decided to move from a traditional telco to a multimedia solutions company we needed to transform the brand and then change the marketing messages. We had to communicate internally and to the market that, beyond traditional strengths in quality, reliability and productivity, we also stand for innovation and delivering a
OING ON THE
Yuen Kuan Moon cover
story
“It has to start from the consumer. Without that, it will be driven by the technology and that is always harder. It is not impossible but it requires a lot of rework; many rounds of trial and error.”
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“Although we have moved into the entertainment area, we do not try to create new forms of entertainment ourselves.” communications experience that is lifestylefocused and relevant to the customer’s needs. Changing the perception that SingTel is no longer the old traditional telco is a question of consistency. We collaborate with various partners to identify new and innovative services that are unique and related to our core strengths. We then introduce these services using a segmented strategy. “Another way to bridge that perception gap is through the recently international sponsorships that we committed to. We sponsored two runnings of the Formula SingTel Singapore Grand Prix and are also the official multimedia services partner for
NAME Yuen Kuan Moon AGE 42 TITLE Executive Vice President of SingTel’s Consumer Group RESIDENCE Singapore
Changing brand perception
– the pragmatic way
TEXT
Marcel Noordman PHOTO Chris Maluszynski
SingTel is transforming itself from a traditional telco to a multimedia solutions company. Yuen Kuan Moon, Executive Vice President of SingTel’s Consumer Group, makes it clear that digging deeply into what makes consumers tick and bold partnering are crucial in meeting such a challenge.
G
16
offensive in the digital consumer market must have had implications for the SingTel brand and what it stands for? Yuen Kuan Moon says: “As SingTel decided to move from a traditional telco to a multimedia solutions company we needed to transform the brand and then change the marketing messages. We had to communicate internally and to the market that, beyond traditional strengths in quality, reliability and productivity, we also stand for innovation and delivering a
OING ON THE
Yuen Kuan Moon cover
story
“It has to start from the consumer. Without that, it will be driven by the technology and that is always harder. It is not impossible but it requires a lot of rework; many rounds of trial and error.”
17
“Although we have moved into the entertainment area, we do not try to create new forms of entertainment ourselves.” communications experience that is lifestylefocused and relevant to the customer’s needs. Changing the perception that SingTel is no longer the old traditional telco is a question of consistency. We collaborate with various partners to identify new and innovative services that are unique and related to our core strengths. We then introduce these services using a segmented strategy. “Another way to bridge that perception gap is through the recently international sponsorships that we committed to. We sponsored two runnings of the Formula SingTel Singapore Grand Prix and are also the official multimedia services partner for