Telkom AR front.qxp

Partnering with Human Resources
Group communication and brand played a pivotal role in
communicating Human Resource initiatives to employees. These
ranged from changes in employee benefits to the Renaissance
programme. Where necessary, the communications function was
supplemented by event management.
Brand and image management
In our view, the brand concept is much more than just logos and
products. It also promises an experience and a relationship. As a
result, in the year under review, the full spectrum of brand activities
was incorporated into the communication function.
Our brand has matured since Telkom was formed in 1991 and,
as a result, a process was initiated during the year to rebuild it and
create a fresh, innovative look and feel to give us a more modern,
vibrant and customer-focused brand.
To support this, a new Vision, Mission and Value (VMV) statement,
together with a VMV-wired concept, was developed to ensure that
our employees wholeheartedly embrace and accept the brand
and, in the process, deliver the brand promise to our customers.
2010 Soccer World Cup sponsorship
To reinforce the visibility of our involvement with the World Cup,
two giant footballs are being erected on two prominent
Johannesburg and Pretoria landmarks – the Hillbrow and
Lukasrand towers. As a further reminder of our commitment and
expertise, a number of TV commercials were produced and
broadcast.
Artist’s impression of the Lukasrand tower
Telkom Annual Report 2009 41
Group
overview
Management
review
Sustainability
review
Performance
review
Financial
statements
Company
Financial
Information