CSL ditches 'telco mentality' for customer-centric brand vision

Its new brand identity, titled 'CSL - Ribbon of Life', has an emphasis on the 'C', symbolising the company’s focus on customers, communications, connectivity, and community. Mark Liversidge, Chief Marketing Officer of CSL says the electric lime green design is designed to exude "progressive movement, simplicity, flexibility, and a sense of fresh, strong, confident leadership".

He explained that CSL's old logo was a technology-focused image, created at the turn of the millennium. The firm is now working hard to dispense with its traditional "inside-out telco mentality, he said. Instead, it is moving to a more matured 'outside-in' approach, which starts with the customer and works backwards to dictate marketing directions.

"And being trustworthy means transparent, open and clear product offerings," Liversidge elaborated. "We want customers to stay with us for life," he said.

It will spend "several million (Hong Kong dollars)" in the next six months" in targeted communications with universities, recruitment consultants in career development and CSR circles to establish itself as an employer of choice in Hong Kong.