Telecom NZ is taking a risk rebranding as Spark.

Standing out among the thicket of organisations in New Zealand and around the world sharing the same name will need work. Try Googling the word Spark to understand the size of the challenge. There are many, many companies with the same name. There are also products, even ones in the telecommunications sector.

Yesterday Telecom NZ confirmed the name changes on August 8. The press statement says a lot about the new name reflecting wider change in the telecommunications sector.

The statement makes good points. Telecom does sound tired and the name doesn’t reflect the way the company is moving away from selling only telecommunications. You can buy TV and home security from the company today. It needs to connect with younger customers, especially with its mobile services.

The statement also says Gen-i will now be known as Spark Digital, that’s an improvement on the earlier Spark Digital Solutions which would have looked old-fashioned a decade ago.