Broadband ISP TalkTalk Launch UK Brand Refresh to Help Forget the Troubles
The financially troubled broadband provider TalkTalk has today attempted to start putting the recent past behind it by refreshing their brand identity a bit (inc. new website), while at the same time launching new digital platforms and a supporting marketing campaign. But it may yet take much more than this to help turn things around, although it’s a start.
The brand refresh, which is already live across TalkTalk’s newly designed website today, includes “electric green and shocking pink tones” and underlines how the provider is attempting to “reconnect with its challenger roots“. The accompanying marketing campaign for this will launch on 11th September 2025 across digital, video-on-demand, outdoor, and audio channels.
Expressed as being “aimed at delivering a better way to Wi-Fi for UK consumers“, the new website and customer platform is also being underpinned by their recently agreed long-term partnership with Kraken Technologies (here). The new customer management platform replaces a number of internal legacy platforms, and is Kraken’s first large scale foray into the telecoms market.
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The first TalkTalk customers have already been migrated over to the platform, supported by a new customer service model, which is said to “empower customer service agents to solve any problem, rather than passing customers around different agents“. But only time will tell what sort of impact this actually has.
Susie Buckridge, CEO of TalkTalk, said:
“We’re returning to our challenger roots, delivering reliable Wi-Fi for all our customers at the right price, at the same time as challenging ourselves to find new ways of delighting our customers. Our new look website, strengthened by our brilliant new-look brand and engaging marketing campaign, are just the latest demonstration of that, and signal our intent to continue to shake up the industry on behalf of our customers.”
The announcement doesn’t mention anything about new or refreshed broadband packages, although we did find their website ordering systems to be a lot smoother. On the flip side, in areas where we used to get package prices and speeds for CityFibre’s FTTP network, we’re oddly now only getting results for Openreach’s slower FTTP options, which is hopefully just an initial bug with the new website.
As above, only time will tell whether this is enough to help improve TalkTalk’s take-up and stem the recently rapid customer bleed to rivals (420,000 lost in the last year) – all occurring amid their widely reported financial challenges, but it often takes more than this to turn such a situation around.
Mark is a professional technology writer, IT consultant and computer engineer from Dorset (England), he also founded ISPreview in 1999 and enjoys analysing the latest telecoms and broadband developments. Find me on X (Twitter), Mastodon, Facebook, BlueSky, Threads.net and Linkedin.
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Until next refinancing package. With this amount of debt and number of competitors it is impossible to recover.
Remember Baroness Harding of Winscombe (aka Dido Penrose)? Her stewardship of TalkTalk bequeathed a legacy of email scams and telephone scams, resulting from the failure to protect customer data. This email is now being retired.
Polishing a turd springs to mind…….
Deck chairs, Titanic.
What an ugly typeface.
Launching on September 11th? Nice timing.
Nothing in the UK on that date, we are in the U.K.
you can’t stop doing things on certain dates because of something that happened, otherwise we will do nothing.
Agree about the typeface, but people are not paying for the typeface.
@NE555: Only launching on the 11th because they hadn’t the option of Friday the 13th this September! 🙂
Below the thunders of the upper deep;
Far, far beneath in the abysmal sea,
His ancient, dreamless, uninvaded sleep
The Kraken sleepeth: faintest sunlights flee
About his shadowy sides: above him swell
Huge sponges of millennial growth and height;
And far away into the sickly light,
From many a wondrous grot and secret cell
Unnumber’d and enormous polypi
Winnow with giant arms the slumbering green.
There hath he lain for ages and will lie
Battening upon huge seaworms in his sleep,
Until the latter fire shall heat the deep;
Then once by man and angels to be seen,
In roaring he shall rise and on the surface die.
I think that Tennyson, as a long suffering Talk Talk customer, may be sceptical that the changes will make much difference
So not just for Northern Ireland then?
I’ll get my coat. 🙂
I’m wondering how much they paid their marketing team to come up with this clever logo.
Also, rebranding definitely works, I totally forgot Evri is Hermes and repainting their vehicles definitely made their service better.
“Our new look website, strengthened by our brilliant new-look brand and engaging marketing campaign”
So basically nothing changes.
Evri are dreadful firm, have had nothing but problems with them! No doubt some will not have had my experience.
What an absolute headache….
I’m a former Talk Talk customer but I wish them well.
The norm for many people the UK is to criticise struggling companies.
There are 1000s of livelihoods relying on this isp, so we need them to survive.
I’m a former Talk Talk customer but I wish them well.
The norm for many people in the UK is to criticise struggling companies.
There are 1000s of livelihoods relying on this isp, so we need them to survive.
“… to help improve TalkTalk’s take-up and stem the recently rapid customer bleed to rivals (420,000 lost in the last year) …”
Many of those lines were transferred to other providers, they were not all losses as such.
The marketing concept is an interesting move.
There is a lot of negative history attached to “broadband”. By aiming to shift the emphasis to the ease of connectivity within the user’s space they they are refocusing the prospective customer’s attention to “convenience” as associated with the concept of wireless networks in the premises. The former branding colours were also harsh, and though it is a bit “flashy”, the new branding is an improvement.
It will be interesting to see if other ISPs follow TalkTalk’s example and adjust their marketing to go as far as to disengage from “broadband”.
The deal with Kraken was signed in February this year, so the initial migration from the legacy systems in what must have been less than six months is quite impressive.
glad I got away from talk talk,shocking broadband and customer service,I wouldn’t get involved with them ever again
Left talktalk last week because of absolutely atrocious customer service. Very pleased to leave despite the begging offers to stay
They couldn’t pay me enough to stay.
Their loyalty retention team are a complete bunch of morons.
A fresh coat of paint on rotting wood still means the underlying wood is flaking apart. No chance this “blanding” exercise will convince consumers the company is now worth touching with a bargepole.
But it is not just a coat of paint if you read the article.
Until.they get a customer service network that listens to and talks to it’s customers rather than just reading from scripts TalkTalk is going struggle to keep its customers. My broadband went down early one morning just as I was leaving home on a coach holiday. When I got on the coach I called customer service after banging my head in frustration of it’s chat line. I explained I was on a coach with about 40 other people but still he kept asking for sensitive information and asking me to press this or that button. Eventually he understood my position and said it would be sorted remotely. An hour later he rang me back to say the problem had been resolved but still he kept asking for information I could not give or would not give while sat on a coach. He also said I would receive a compensation credit. Which in the end I had to chase as it was not issued.
All providers have to verify the caller in order to protect their customers. The agent has to go through this process before they can proceed.
Call me pedantic but I hate that they have branded themselves as a wifi company
Water companies do not market water pipes. Electricity suppliers have long since stopped marketing their cable networks. TalkTalk is doing something new that refocuses the offering away from the “pipe” to the user benefits.
Not all customers will get this, but as the rollout of fibre nears completion, all providers will have to start asking themselves how they are going to differentiate their offerings going forward.
Lowest common denominator, a fresh coat of (cheap) paint and a new logo.
Sunset at Blandings.
@Tired Patriot:
The article says otherwise if you read it.
Whats the point painting over the cracks when they are already going down the toilet and don’t have very long left. not long ago Openreach was considering refusing to connect any new customers due to not getting paid. also not to mention they owed Sky a fortune for the NOW TV packages they where selling but not paying for but still taking the money from the customers reguardless. this brand refesh is just further money down the drain. Investors should take note when next come knocking for a handout.