How David Thodey helped restore Telstra’s brand

Today David Thodey announced he is retiring as CEO of Telstra after five years in the role. Richard Curtis who worked with the telco during his time with Interbrand, explains Thodey’s role in rebuilding one of Australia’s biggest brands. 

Two experiences bookend recollections of my time working with Telstra, over a seven-year period in which I worked with three different marketing teams.

“Didn’t we do the brand last year?” was how one Telstra executive put it, somewhat taken aback by the idea that the Telstra brand might evolve, let alone have implications for his own business unit’s activities.

Contrast that with the Telstra brand today: its multi-faceted identity brings life, colour and meaning to every part of its myriad offer.