Singtel has a new logo with a new tagline "Let's make everyday better" - after 16 years.
The capital T is now in lower cap to celebrate the company’s heritage as a telco. In place of the satellite logo are five red dots of different sizes spanning across the company's name to reflects innovation and the ongoing evolution of the business.
As part of this, they have a new campaign "Better Thursday" with free data, free local calls and unlimited SMSes on every Thursday from 22nd January till 19th February 2015.
It also announced new customer initiatives such as the ability to book at appointment online before going down to any of their Singtel shops, the option to book a time for Singtel customer service to call back instead of queuing on the hotline and shorter waiting time for technician arrival from 2 hours to within 30 minutes.
Rebranding exercise is expensive.
Imagine how much it costs to put up a new logo in your building, repainting all your vehicles, changing all the logo at the shops, forms, carrier, etc.
It's seems justified to have a new logo to keep up with the changes in the industry and new focus. The company is also known for its poor services and the rebranding exercise probably wants to address this issue and project a new image to change customers' perception.
So does the rebranding exercise make the brand even more confusing?
What does everyday mean? Shortly after its announcement, netizens were quick to point out the grammatical mistake in the tagline. Shouldn't it be "Let's make every day better"? According to Singtel's spokesperson, "everyday" in its tagline refers to everyday things' in life, to make the ordinary day better. Is Singtel trying to cover everything under the sun?
What does better mean? Perhaps like what Singtel CEO Ms Chua Sock Koon said at the launch, "Customers want things simpler, faster, and delivered by people and companies that truly care and listen to them." So better can means faster, simpler, more caring, more listening. Or perhaps better means shorter waiting time, ability to make appointment online, option to have someone call back.
Is Singtel leaving the interpretation of the words everyday and better to its customers?
What happens if technician takes more than 30 minutes to arrive? What if you make an appointment online but is made to wait on arrival? How fast will you receive a call back? What if you do not receive a call back by the specified time you requested?
What is Singtel's promise when they say "Let's make everyday better"?