Aligning brand strategy with business strategy

We helped Telecom Asia converge its core businesses.






“Outdated” and “dull” are adjectives that should never be associated with a brand.

Having been primarily known as a fixed line provider, the liberalization of the Thai market and the rapid entry of new competitors compelled Telecom Asia to redefine its brand and with it, the entire culture of the organization.

As Thailand’s most integrated communications solutions provider, the aspiration to help customers achieve what is genuinely important to them became the program’s mantra.

We re-imagined Telecom Asia as a one-stop shop for communications, information, and entertainment services.

With this business foundation, the True brand was born.

The bold name and visual language re-energized employees and provided an engaging and differentiated experience for key customer segments. Additionally, brand architecture and a naming system equipped the brand to communicate in a transparent and efficient manner.

Just one year after the brand launch, True received numerous awards including “Best Competitive Carrier 2005” from Telecom Asia Magazine. It was also voted by consumers as Thailand’s Superbrand in the Readers’ Digest Asia 2005 Superbrand Survey, named “Most Promising Service Provider” in the Frost & Sullivan Asia Pacific Technology Awards 2005, and cited for its excellent treatment of employees by the Department of Labor Protection & Welfare, Ministry of Labor. Its website received the most hits among corporate websites and it received a 2005 Bangkok Art Directors Association award for Calendar Graphic Design.