Teléfonos de México, more commonly known as Telmex, is one of Mexico’s most well-known and well-respected brands. Isabel Blasco, Managing Director of Interbrand Mexico City, got the chance to sit down with Grisell Sordo, head of Marketing, Business Intelligence and Consumer Insight at Telmex to discuss how the brand is overcoming challenges and maintaining its pedigree as a historically well-known Telecom brand.
Why do you think Telmex has become such a big brand in Mexico?
Telmex is a big brand, but it’s a brand with a very solid foundation. Telmex is one of the main Mexican brands, and we are very proud of such consideration in this market. We have a lot of heritage, and we strongly believe that no other brand, at least in the Telecom market, has such strength. This is a brand that has been built over time, as you may know, and we have a lot of history as we’ve evolved with Mexican society. I do believe this is one of the key facts that makes us such a very big brand.
What do you think you’re doing differently in the market, from your competitors in particular?
Well, we are at the heart of Mexican consumers, we are part of Mexican society, and we are true to our roots. We have the best Mexican talent, and we are highly focused on service, quality, and consumer experience, and as such, and we do a very good job of closing that loop with brand communication.
Lleva tu negocio a otro nivel con herramientas tecnológicas. pic.twitter.com/KNqTRXAXs6
— Teléfonos de México (@Telmex) July 26, 2017
What do you think you have to continue doing incrementally to move forward as a Telecom brand?
Being a Telecom leader is pretty challenging, particularly with all the technological movement that we are facing worldwide. We need to keep on innovating, we need to keep on investing, and we need to keep on investing at very different levels: people, infrastructure, portfolio, communication—always in favor of the message in mind.
What goals do you have to keep growing?
Our first goal is to keep the consumer at the center. The consumer is first, and our client is first, that’s pretty important for us. We will keep on being a socially responsible brand—Telmex has a lot of different initiatives in this market. We’ll keep on investing, and obviously, we need to redesign our brand communication mix and balance our online and offline brand communication—I think that’s key as we move forward in terms of branding. Last but not least, we need to keep Telmex as a leading brand, one that’s relevant, different, and consistent across time.
¿Sabes dónde pagar tu #ReciboTelmex? Estos son los lugares: https://t.co/kvvExMB2XD pic.twitter.com/dkgA1vRlft
— Teléfonos de México (@Telmex) July 23, 2017
In the challenging context we are in now, what would you say are the barriers that would stop you from growing or would make growth more difficult?
Yeah, I think it’s non-stop. We are facing pretty new regulations right now, which put us in a challenging situation. I love that word, “Challenging”. We’re being challenged from a brand perspective, from new competitors, different portfolios, new brands, new offers, new price barriers. But we are pretty confident that with such a solid brand—and partners like Interbrand—we can face them, and keep on being leaders as we move forward.
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