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Optus achieves status as Australia's number one strongest consumer brand

Brand Finance released its Australia 100 and Global 500 brand valuations and rankings for 2020 at the World Economic Forum in Davos, Switzerland on Wednesday night.

Brand Finance Australia has crowned Optus the nation’s strongest brand with a brand strength index (BSI) score of 86.3 out of 100.

Head of Consumer Marketing Mel Hopkins said Optus has had ambitious goals to improve its brand over the past 18 months.

"If you're inside our offices, we have a thing called the Brand Bunker where we meet as a team, we have stuff on the wall there that our ambition is to become Australia's No. 1 brand," Hopkins says. "That was put up there 18 months ago."

Hopkins says Optus worked on its branding to focus on its strengths and what gaps there were in the market rather, than simply focusing on competing with Telstra or Vodafone.

"That really created a different kind of voice. We spent a huge amount of time talking to consumers, understanding their needs and wants," Hopkins says.

"For us, the biggest learning that we received from them was they want an alternative to Telstra, they want a different type of telco and that's very much set up how we've approached the brand."

You can read more in this Financial Review article here.


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Re: Optus achieves status as Australia's number one strongest consumer brand

Its a pity that Optus sees Telstra as not the direction they want to go in (As Telstra has recently taken a much more customer cetric approach). Although to date Optus are apparently following Telstra's lead. Ending Premium SMS scams, stopping the leasing scam, simplifying plan options, separating phone purchases and plans. Optus is yet to cease excessively fining customers for data usage breaches however plan pricing has recently increased to almost the same as Telstra plans.

FWIW Brand "Strength" metrics (and the award) is essentially based on how much money you can extract from your customers. Its a survey of investor interest and market performance not customer recognition or satisfaction.

"talking to consumers, understanding their needs and wants" is great. Fulfilling those needs and wants is even better.
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