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: Articles


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:

Bombing at Manchester concert, 19 dead
Created by Rikkitic, last reply by Rikkitic on 28-May-2017 19:06 (174 replies)
Pages... 10 11 12


Father banned from watching daughter's netball game: what you think of this?
Created by Rikkitic, last reply by frankv on 25-May-2017 16:29 (136 replies)
Pages... 8 9 10


Tailgaters?
Created by Linuxluver, last reply by reg52nz on 25-May-2017 16:29 (113 replies)
Pages... 6 7 8


The President Of The USA: Donald Trump
Created by TimA, last reply by frankv on 29-May-2017 09:55 (4373 replies)
Pages... 290 291 292


Tipping? Please no!
Created by BlueShift, last reply by cddt on 27-May-2017 10:10 (104 replies)
Pages... 5 6 7


How much power do you use?
Created by tchart, last reply by MikeAqua on 29-May-2017 12:09 (38 replies)
Pages... 2 3


Tax Cuts
Created by tdgeek, last reply by blackjack17 on 29-May-2017 12:08 (98 replies)
Pages... 5 6 7


Fibre 100/20 Mbps plan - should I get this speed
Created by steve2222, last reply by DarkShadow on 28-May-2017 10:14 (18 replies)
Pages... 2