Commander launches new branding + campaign via Twenty20 Communications, Melbourne
Commander, part of M2 Telecommunications Group Ltd, via Twenty20 Communications, Melbourne, has today announced the activation of their brand rejuvenation, a brand that has a long and trusted history in the Australian telecommunications market and has been connecting businesses for close to 30 years.
The initiative was several months in the making and took the company on a journey ‘from chaos through to order’ highlighting in particular Commander’s new positioning line that encourages the customer to “Take command” of their business. The new tagline was fashioned to reflect Commanders rich telecommunication offerings and reinstate the fact that Commander supports small businesses to take control of their business managed services.
The creative idea starts with the notion that ‘from chaos through to order, Commander streamlines and controls the data flow. The basis of the creative vision is to imagine data in an interesting and contemporary way. This vision also helps to highlight the brands philosophy and gives the public an insight into where the Commander brand is heading with its new identity.
The overhauled creative direction will be activated through various channels including sales tool kits, point-of-sale collateral with the majority of resources dedicated to online activation including a new innovative website and 30 second TVC. The creative execution will highlight Commanders core brand values that promote a culture that is energised, knowledgeable and trustworthy but most of all – values deeply its customer satisfaction.
Says Sarah Curtis, M2’s product marketing director: “We spent a significant amount of time researching the competitive landscape and what we found was the macro environment of vanilla, cardboard and beige. Our vision was to create a new identity that could be summarised in a few simple words – It’s bold. It moves. It’s vibrant. And it cuts through.”
“The challenge for the team was to create a relevant brand personality whilst keeping the essence of Commanders trusted brand image, which has good market recognition and deep brand heritage. I believe the finished product is one that is fresh and innovating but most importantly a brand that engages with the decision makers of the future.
Says Rod Curtis, director of Twenty20 Communications: “Twenty20 has relished the opportunity M2 gave us to not just relaunch Commander but to re-position it to a new audience with a value proposition tailored for today’s data network world. The campaign for the “new” Commander brand visually presents Commander as the solution for simplifying today’s chaotic telecommunications landscape.”
The brand refresh will allow Commander to build a solid platform to actively engage with decision makers of the future, not only securing Commanders relevance in new market segments such as the NBN but also positioning the brand as the pre-eminent SMB challenger on NBN.
The new and improved Commander will be renowned for delivering simple, integrated solutions, giving their customers the tools to improve and streamline business processes effectively and efficiently.