You have probably not heard of Macquarie Telecom, an Australian provider that focuses on the B2B market in their country. But you probably have heard of T-Mobile US, their flamboyant CEO John Legere, and the way they have positioned themselves as the ‘uncarrier’ in the US mobile market. You will see echoes of the latter in the following video by Macquarie Telecom, but Aussies are to Yanks what a punch in the face is to a slap on the cheek. As Legere must have noticed in the USA, anodyne marketing campaigns neither connect with, nor convince anyone. However, risk-averse telcos have become addicted to bland marketing, even as customers increasingly lose faith with firms that have become notorious for hacking scandals and poor service.
Instead of encouraging brand loyalty, insipid brands that offer no compelling propositions are perceived to be insincere and cynical. And that is obviously why Macquarie Telecom decided to rip into the industry with this video. Macquarie call themselves #SoUnTelco. This is the kind of marketing message that other telcos need to hear, in order to shake them out of their complacency. As an Aussie might say: good on ya, Macquarie!
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