Image source: Rebecca Rose

Back in 2009 when I was at the start of a six year posting to the New Zealand Telecom board, we introduced a new visual identity. Internally, we started calling it ‘spark’. It was dynamic and it stood for energy and momentum. The name struck an organic embrace.

Earlier in 2014 Telecom announced it was rebranding and Spark was officially adopted as logo and in name. Rebranding is an enormous challenge – especially for legacy brands like Telecom – but they managed the transition with aplomb, generating excitement about their new customer focus, and anticipation over what to expect next.

I recently signed out of my board role and was fortunate to combine a farewell from Telecom at Eden Park watching the All Blacks utterly annihilate Australia to retain the Bledisloe Cup. After the match I was presented with a farewell present from the Spark board. My own Spark, a sculpture by Rebecca Rose, a product of Titirangi on Auckland’s rugged West Coast. In 2012, she presented a stunning piece of work at the International Arts Festival in Wellington and then approached Telecom, recognizing the synergy that existed between her work and their vision. Telecom bought it and installed it in their atrium.

Rebecca crafted my very own mini-version. A one-of-a-kind gift from a remarkable artist. Thanks to Jenny Steele and the whole Spark NZ team. And thank you Rebecca.

Image source: Rebecca Rose

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Kevin Roberts

Kevin Roberts is founder of Red Rose Consulting; business leader and educator; author and speaker; adviser on marketing, creative thinking and leadership.


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