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:

Vodafone TV - Is this sky?
Created by wingbat45, last reply by Apsattv on 17-Oct-2017 23:33 (70 replies)
Pages... 3 4 5


Under -deck "roofing"
Created by kryptonjohn, last reply by Kickinbac on 17-Oct-2017 21:44 (25 replies)
Pages... 2


Obesity in NZ - OECD
Created by Fred99, last reply by Fred99 on 17-Oct-2017 20:51 (114 replies)
Pages... 6 7 8


Bad speeds to Apple services
Created by Swemoph, last reply by RunningMan on 15-Oct-2017 20:50 (16 replies)
Pages... 2


KRACK - WPA2 essentially cracked.
Created by michaelmurfy, last reply by michaelmurfy on 18-Oct-2017 01:15 (47 replies)
Pages... 2 3 4


Xiaomi Mi Robot Vacuum
Created by ashtonaut, last reply by ashtonaut on 17-Oct-2017 19:47 (27 replies)
Pages... 2


Decent work ultrabook recommendations
Created by surfercdhick, last reply by Batman on 17-Oct-2017 13:15 (24 replies)
Pages... 2


Is there a way to get fibre installed but stay on VDSL(Enable)
Created by cruxis, last reply by BarTender on 17-Oct-2017 19:31 (22 replies)
Pages... 2