‘We’ve not had the best reputation as a client’: Optus on rebranding, reputation and building a ‘super agency’ with Re
In July, Optus revealed its new brand positioning, pushing the line ‘It starts with yes’ and an outlook of optimism. Here, Mumbrella’s Zoe Wilkinson chats with Optus’ Mel Hopkins and Re’s Patrick Guerrera about the rebranding process and the nine year relationship that has made Re ‘the spine’ of the telco’s marketing.
“I don’t think brands should be rebranding every three years,” Melissa Hopkins, Optus’ head of marketing tells me.
“I think brands rebrand when they don’t have a clear brand framework and structure.”
If this seems like a strange statement, it’s because Optus rebranded in 2013, again in 2016, and has just revealed its new brand positioning to the market.
However, Hopkins tells me this in the context of the brand’s history, and believes with this latest launch, Optus is on track to become part of the fabric of Australia.
