Articles > Reference > News Wires, White Papers, and Books > Australasian Business Intelligence news wires > October-December 2005 > Sunday, October 23

Article: SP Telemedia discovers its Soul brand.

Article from:
Australasian Business Intelligence
Article date:
October 23, 2005
Copyright

Byline: Neil Shoebridge

Oct 23, 2005 (The Australian Financial Review - ABIX via COMTEX) -- SP Telemedia hired former Australian TourismCommission chairman, Don Morris, to helpdevelop its new Soul brand. SP Telemedia

will run a four-week newspaper advertisingcampaign to launch the brand. The name Soulwas not tested with consumers but draws onthe heritage of Washington H Soul Pattinson,

SP's major shareholder. Morris pointed outthat "invented names" have no emotionalresonance. SP spent a relatively little

amount of money ... 







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