Telstra’s brand idea has always been about ‘Connecting Australia’. The idea is a great one and can be traced back to the brand’s original purpose – which, as the national carrier was to ensure every Australian home was connected by phone.
These days, the idea has taken on a new slant of course. ‘Connecting Australia’ is no longer about putting a phone in the homes of Australians but ensuring that in an era where competitive edge is determined by the uptake of technology, Australia and Australians in general are not left behind.
For a long time Telstra sought to bring its idea of ‘Connecting Australia’ to life only emotively through ads. It did so beautifully, a few years ago it must be admitted, when it released its ‘what brings us together is what sets us apart’ ad set to the Bruce Woodley song ‘we are Australian’ (http://www.youtube.com/watch?v=ZuKpJv0PlSE).
What the brand failed to do consistently however was deliver on its idea of ‘Connecting Australia’ in a more real and physical sense. It seems to have finally started to do that with the Telstra T-Pad. A product that I think is truly classic and redefining for TELCO’s who have until now seen their role to be carriers of voice and data rather than developers of life enhancing hardware and software products.
At $299 for the device, is Telstra finally starting to ‘connect’ Australia? I would definitely say so.