M2 reignites Commander brand

Launches new branding campaign targeting SMBs and NBN

ASX-listed M2 Telecommunications (ASX:MTU) plans to revive the Commander name in the market launching a new branding campaign.

The branding initiative was several months in the making and features a new tagline aimed at SMBs to “Take command” of their business. It aims to reflect Commander’s telecommunication offerings and reinstate that it supports small businesses to take control of their business managed services.

The overhauled creative direction will be activated through various channels including sales tool kits, point-of-sale collateral with the majority of resources dedicated to online including a new website and 30 second TVC.

M2 stated the brand refresh will allow Commander to build a solid platform to actively engage with decision makers, securing its relevance in new market segments such as the NBN and positioning the brand as the pre-eminent SMB challenger on NBN.

“The challenge for the team was to create a relevant brand personality whilst keeping the essence of Commanders trusted brand image, which has good market recognition and deep brand heritage,” M2 product marketing director, Sarah Curtis, stated.

Commander has maintained a long history in the Australian telecommunications market for about 30 years. M2 purchased Commander’s SMB business in 2009 for $19 million, after the company went into receivership in 2008 due to pressure from its creditors and mounting a crippling debt.

More to follow

Tags CommanderM2 Telecommunications GroupNBN

1 Comment

Former Supporter

1

They really need to do something as they are losing market share and have lost most of their flagship Commander Centres

Comments are now closed

 
Computerworld
CIO
Techworld
CMO

Latest News

04:00PM
Over a quarter of Australians won’t bank on their mobile: Kaspersky
12:30PM
HDS A/NZ Partner Summit 2014 in Noosa (+15 photos)
12:28PM
The Google shakeup continues: Andy Rubin is out
12:09PM
Impact Systems boss wants to buy 10 resellers
More News
05 Nov
LIVE Webcast: Lessons Learned from the Biggest Security Breaches
05 Nov
vForum 2014
10 Nov
Ascom Myco Launch Event
11 Nov
DCIM Certified Solutions Professional
View all events