They both want to appear ‘grand’ in their own way.

And their ads show it.

They don’t seem happy being telcos anymore.

Instead, they posture as multimedia companies, entertainment hubs, music services. Even community leaders.

They overwhelm the consumer with bundles and options and bells and whistles.

But does the consumer really want them?

And does the consumer really care?

Here’s a thought: Perhaps what the consumer wants is a telco that gets the job done, without making such a fuss… 

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To carve out a fresh positioning for the M1 brand. To occupy a space in people’s minds that is powerful, distinctive and memorable. 

A positioning that’s based on the truth of our brand promise: 20 years providing the very best for our customers.

Establishing the right tonality will be half the battle. This can be extremely powerful for creating ‘stickiness’ and longevity.

So, while our competitors grandstand, we will do the opposite:

We will be humble. Down-to-earth. Authentic. And remarkably honest.

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Let’s be honest: We live in a stressful society.

 

Our fast-paced, ambitious lifestyles have moulded Singaporeans into citizens who are highly competitive, kiasu, and impatient.

 

They are obsessed with wanting more and doing more.

 

And if they don’t like the service they receive, they are very quick to vent their frustrations online.

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