Life as it is. Innovated. Renewed. But also Human and Simple. These are some of the words which can be used to define the new image of TMN. Almost everything has changed. The logo, the colour and even the slogan: “See you Later”, because the company wants to be closer to the client.

In a competitive market where the capital of the brand assumes greater importance, it is necessary for the image of a company to follow the tendencies and evolve in the sense that it is constantly getting closer to its clients. The need to change had already been felt by many, and now all conditions have been brought together to begin a new phase which will allow the mobile operator to reassume its personality and spaces.    
  
The company, which is national leader with more than 5 million clients, has presented a new image. Justified by the need to adjust the company’s position to the reality of the market which help to build and evolve the new tmn brand is the renovation of a company which placed innovation as the base for its success.

The process for the alteration of the image began in February of this year and involved approximately 100 people in the project. Throughout this creative and development process, other companies as well as TMN were involved, namely EuroRSCG Portugal and Conran Design Group. One of the biggest players in the birth of the new image was Michael Wolf, consultant at EuroRSCG. According to Michael Wolf “this is a true change in the company’s image. To create a brand that is in the hearts of all of its clients on a daily basis was a great challenge which we set for ourselves”.
  
This is how we create a brand

The TMN designation maintained, the logo was altered in terms of the most current graphic codes, which highlights the colour blue (sea blue), which simultaneously transmits strength and tranquillity. The “t” which transforms the symbol, interacts and participats in the communication of the brand. As well as the alteration of the image, this repositioning also involved the reengineering of the architecture of brands in which the mother brand becomes more valued. The same concept was also applied to the distribution network seeing as the company decided to change its store model.

And the changing of approximately 230 stores which is divided into 22 official TMN stores and the remaining stores with products which are exclusive to the mobile operator, will be quick. Closeness, interactivity and demonstration are the key words which will lead to a remodelling of stores from north to south of the country. Filipa Nascimento, Director of the TMN Marketing Office stated that “in these spaces, you’ll be able to see more than just a company space. It will be a place where clients can interact with various functionalities which the stores will offer”.

The new TMN will be presented to the public in a multimedia campaign where “life as it is” will be valued with humour and authenticity which is a characteristic of the new speech of the brand. The music used for the advertising “Spots” will be that of Junior, the band which won the TMN Garage Sessions.

Miguel Horta e Costa, Executive Chairman of the PT Group, stated at the presentation of the new brand that “TMN will change, it will refresh its brand which makes this a very important event for the Group. TMN is in the lead, not only because it is the leader in mobile communications in Portugal, but because it can also anticipate and change when it is necessary”. Miguel Horta e Costa also highlighted that “the Group has a history, a memory, but it is also a very youthful company”.