CASE STUDY: Talk Talk turn to IAS to launch business rebrand

Executive summary

TalkTalk’s business arm was trading as Opal Telecoms, and doing OK. 

But OK wasn’t OK. The company hatched an audacious plan to become as big as its residential big sister in three years. An obvious move was to leverage the TalkTalk brand more effectively, and a strategy to migrate to TalkTalk Business was drawn up. 
To switch overnight was an option, but presented issues for customers and, crucially, the staff. Opal is a young company and was a result of mergers so more sudden change would have been met with cynicism by people yet to really find a clear brand to belong to.