Reflections on Comptel’s New Branding – “Making Data Beautiful”

Posted: February 27th, 2012 | Author: | Filed under: Behind the Scenes | Tags: , , , , , , | 7 Comments »

‘I like not only to be loved but to be told I am loved.’

–English writer George Elliot (1819-1880)

If somebody had told me ten years ago that I would be talking about love in the context of telecommunications, I probably would have had an amused smile on my face and just continued with the technology and business jargon we used to have in conversations. Talking about beautiful data would have been an entertaining topic for the industry, where the competition was about the speed of launching new technology and compliance with standards.

The bright engineers, attractiveness of the communications service provider (CSP) business and innovations out of Silicon Valley have enabled, if not forced, a reasonably fast change of attitude in the telecommunications and Internet industries. We have left the era of measuring the customer experience by the technical metrics, for one where the customers should not only be loved but also shown love.

What has all of this to do with Comptel Corporation’s new brand, which I was supposed to discuss? Comptel plays a crucial role in helping CSPs show their love to their customers. We wanted this, plus the love for our own customers, the CSPs, and our partners, to be reflected in our new brand. Sounds complicated? It’s simple, really.

The rationale behind the brand is the fact that Comptel’s offering deals with processing a vast volume of data that is invisible below the surface. We collect this data in real time, turn it into actionable information and business intelligence for CSPs, and enable them to act on it—to better show their love to their customers. Ultimately, what we do helps people get closer to their interests and loved ones. We think this is beautiful.

At the core of the brand is the new Comptel logo. This bolder image heralds our fresh and confident approach to business, while the “co” of Comptel is highlighted as a constant reminder both internally and externally that we believe strongly in partnerships, bringing to mind words like “cooperate” and “collaborate”. Further, surrounding the “co” are two abstract, roughly formed letters “c” and “o”, which reference the data particles connecting the logo with our new tagline: “Making Data Beautiful”. The blue stands for our more than 25 years of experience, and the green conveys the renewal we are undergoing as a company.

We believe that a company’s brand is not simply about the way it looks, but it is rather the essence of the company. Fundamentally, a brand should encompass everything from the value added to customers and partners to the way a company communicates across all channels. This is exactly what we hope to embody with the new Comptel brand.

After three and half weeks as the head of marketing and communications of Comptel and jumping into the middle of the preparation to launch the new brand at Mobile World Congress, I can only be proud of my new colleagues who have worked hard to renew the business strategy and corporate values and who have now brought the new brand to life. We have started an exciting journey to turn around the company. I am happy to be a part of it and provide my personal ‘co’-promise: ‘Count on me’, too. Please visit us in Barcelona (Booth #1C06) and share your opinions on CSPs’ love for their customers and the beautiful data business.

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