M2 reignites Commander brand

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.

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