TMN was founded on March 22, 1991 and is the mobile operator of Portugal Telecom Group.

Innovation and customer orientation are the main lines of action of TMN. Technological innovation, innovation in providing products and services and an attitude of customer orientation achieved by the continuous diversification of solutions tailored to the needs of each and every one, for all types of wireless phones, personal or professional.

 This week, TMN has changed its identity, before they signed “TMN. Até já” (that means in English: “TMN. See you later”) and now they want to sign “TMN. Vamos lá” (in English: “TMN. Let’s go”). 

This change is due to the need for the brand to be adapted to its population, and be closest to their customers. The brand wants to adapt itself to the time that Portugal is experiencing, so that customers identify with the brand.

The change was introduced by Zeinal Bava, PT's CEO, who explained that "technology should serve to improve the quality of people's lives and make businesses more efficient and effective." It is based on this ideal, he said Zeinal Bava, PT has built the positioning of their brands. "We believe that we can imagine, we can do," said the CEO. The change of signature, in the words of Zeinal Bava is a "call to action", start a movement of brand's commitment to the country. "TMN wants to mobilize and motivate the Portuguese people, giving them their signature - the phrase that sums up the whole attitude of the brand.

The official website that represents this change, they used some contributions and stories of some Portuguese people, not the Portuguese famous, but the Portuguese that we meet day-to-day, to show that the TMN is directed to all the Portuguese, not only for the elite.

I think this was a good initiative from TMN, to show that wants to 'shake hands' to all Portuguese: move closer to its customers and wants to show that they are with them at this difficult stage that Portugal has been. It's a good marketing solution, to keep the customers that the brand already have and reach to new potential customers, using the motivating feeling that Portugal has needing. 

Inês Pereira