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Speculation Optus set to change its name to ‘Yes’

Article image for Speculation Optus set to change its name to ‘Yes’

Speculation is rife that Optus is gearing up to change its name to simply ‘Yes.’

While the word ‘yes’ has been a key part of their branding for a long time, the telecommunications giant has reportedly been holding focus groups and are gearing up to make the change.

Dr Paul Harrison, Senior Lecturer in Marketing at Deakin University has told Tom Elliott the Optus name is still very relevant, and often marketing departments will try to revitalise a major brand unnecessarily.

‘I don’t actually think the market tires of a brand name the way that a marketing department thinks it does,’ he said. ‘Holding onto a brand name is a smart thing to do.’

Listen in full as Tom Elliott speaks with Dr Paul Harrison from Monash University

 

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