Technology and consumer behavior are constant drivers of change in telecoms, but are often held back by political will, especially where government ownership still dominates.
As part of deregulation in Australia, the government merged its two public organizations, Telecom Australia and OTC. To facilitate the complex political steps the government had to take, the brand development process focused on establishing a holding company to include employees of both entities. This step would help place the trading entity that would emerge, on an equal footing with competitors in the deregulated landscape. Ken led the team that developed the brand strategy and identity for both the holding company and new trading entity – Telstra.
Ultimately, the new name provided a distinctive signature the company needed to succeed in privatization and to compete in the increasingly globalized arena at home and abroad.