Geekzone: technology news, blogs, forums
Guest
Welcome Guest.
You haven't logged in yet. If you don't have an account you can register now.

Can’t start a fire without a Spark
Posted on 8-Aug-2014 10:47 by Bill Bennett. | Tags Filed under: News.


Today Telecom NZ becomes Spark New Zealand. It’s a big change for the company.

I worked with Peter Kerr of Stick on a feature series about the name change at Scoop: Igniting the Spark – Why Telecom Wanted To Change. Spark sponsored the story and gave us access to executives, but didn’t interfere with the editorial.

As part of the project I met Jason Paris who is now Spark GM Home, Mobile and Business. At that meeting I got answers to two things about the name changed concerned me:

First, the risk of killing off a well-known brand that took years and millions of dollars to build. It turns out the Telecom brand had effectively become a barrier between the company and the customers it most needs to win over for its long-term prosperity. You can read more about that in the feature, but the simple answer from Paris was that not changing the name presented a bigger risk.

Second, I worried Spark wasn’t original enough. That it would struggle to stand out from the other companies, products and organisations both in New Zealand and around the world with the same name. This is why many corporations choose a unique, made-up name.

In particular, I feared Spark might be difficult to find in Google. I tried this when the news first broke and the New Zealand telecommunications business didn’t show until about the third page of search engine results.

Of course the flurry of activity, Google advertising, other marketing activity, the news and other noise quickly changed this. As you can see from the image at the top of the page, just hours after the name change, Spark dominates the Google NZ search results.

Goodbye Telecom NZ, it’s been great writing about your business over the years. Welcome Spark and good luck.


Filed under: telecommunications Tagged: Spark, Telecom NZ


comments powered by Disqus


Trending now »

Hot discussions in our forums right now:

Smoke billows from Auckland mall after "explosion" - Westfield West City
Created by freitasm, last reply by hio77 on 27-Feb-2015 19:33 (41 replies)
Pages... 2 3


So, what made you join geekzone?
Created by DarthKermit, last reply by TLD on 28-Feb-2015 23:40 (68 replies)
Pages... 3 4 5


Leonard Nimoy, Mr Spock dies at 83
Created by freitasm, last reply by freitasm on 28-Feb-2015 22:20 (20 replies)
Pages... 2


Has my desktop got Wi-Fi?
Created by beenz, last reply by dclegg on 26-Feb-2015 15:43 (19 replies)
Pages... 2


Why does Lightbox have a suicide wish?
Created by dafman, last reply by BigHammer on 2-Mar-2015 00:39 (55 replies)
Pages... 2 3 4


Uber Taxi Rides - $10 off first ride.
Created by kiwijunglist, last reply by gzt on 1-Mar-2015 23:38 (18 replies)
Pages... 2


The Evil that is ISIS
Created by networkn, last reply by joker97 on 28-Feb-2015 22:47 (201 replies)
Pages... 12 13 14


Spark Open Term Plan Changes? (27/2)
Created by taneb1, last reply by funnyfela on 28-Feb-2015 15:03 (37 replies)
Pages... 2 3