NBN Co has decided it needs a new look. The company has changed its name to nbn and adopted a new logo. It has reportedly spent over $700,000 in the process – and that’s before changes to stationary, vehicle badging and so on.
That’s all money that could have been spent on pay rises for CWU members and other employees!
The company has also adopted the motto “nbn: bring it on” – very apt, given the history of delays that has marked the project to date.
NBN Co – or rather nbn – says the change is designed to be “bold and inspiring”.
"The new brand positioning is modern, inspiring and aspirational – it shows how the nbn network will help harness the full potential of everyone in Australia," an nbn spokesperson is quoted by the Melbourne Age as saying.
“It’s intended to create a sense of optimism and inspiration.”
And research released by the company to coincide with the rebranding revealed that while most Australian supported the aim of the project, a third did not understand that they would need to switch to the NBN to maintain a fixed line service.
Problems also persist in those areas where cutovers have occurred, such as delays in connection times and unavailability of substitutes for those services (e.g. medical alarms, ATMs) that cannot readily be migrated to the new platform.
nbn is reportedly making headway in these areas. But it will take more than a new logo to drive the changes needed –especially in the area of skills supply and workforce conditions – to get the project on track.