Wharf T&T TVC



Just finished a positioning seminar for Macau Telecom yesterday. We said that positioning is all about the inter-linkages among the target segment, their need and the benefit we offer in simple terms. Positioning is an important driver before the other 4Ps, especially before we invest in marketing communications. If we take look at this TVC in the context of positioning, we can easily find that it is very much an empty talk. Wharf T&T is said to help businesses in their communication needs. But what communication needs ? How does it help ? With what ? Marketing communications should be used to communicate a positioning. Otherwise, it can just serves to uplift the awareness of the brand. It reminds us Wharf has telecommunication services for businesses. So what ?


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