Mumbrella360: ‘Telco’s not that sexy’ – How Post Malone helped Vodafone become a ‘cool’ brand

Everyone has a favourite song, a favourite artist and or a favourite band. Everyone loves music. And it is music that has helped some of Australia’s biggest brands become cool again.

Appearing at Mumbrella360 last month on the panel – When Fandom Turns into ‘Brandom’ – TPG Telecom’s head of brand, insights and sponsorship, Lisa Cronin, discussed Vodafone’s journey as a notable telco that was able to make a more authentic and deeper connection with its audience.

“Telco’s not that sexy,” Cronin said.

“And what I know our customers love is, as a brand, we over index in our passion for music, our customers passion for music. So for me, I think it’s really all about aligning to your customers passions in our industry, or in our sector, it’s music.”