Figures are there: the name of Telenet, famous telecom brand in the north of Belgium, is still not so very famous in Brussels yet. But instead of making a drama of this situation... we played with it! By changing our name in our logo on posters, online, on radio and actually everywhere we could... and replacing it with approximative versions: Telestuff, Telewhat, Telesomething... And by emphasizing our product’s strengths instead of our name. Results: Telenet still might not be the most well known brand in Brussels, but for sure Teletruc, hum...Telechose made quite an impression!
Today’s consumers are more demanding than ever, and right they are. Credibility and relevance are key drivers of brand preference and ultimately business performance.