The look of BT changed twice in the 1980s. First there was the move from the old reds and greens of the 'classic' Post Office era to the bright yellow and blue of the 'British Telecom' decade.
At the same time, a small team within BT was working on a radical change of image - one built around a completely new idea of the company BT was aiming to become.
'The Power Behind The Button' was the slogan used in a government-funded campaign to promote better understanding of British Telecom's strength and activities.
In a brochure produced to accompany every share application pack, the government introduced the company as follows: "Communication is indispensable to the modern world. We are communicating with each other all day long - by telephone, by radio and by television broadcasts, or through information processed by computers. British Telecom makes every one of these activities possible by providing the rapid and reliable communications that are essential for business, government, entertainment and social relationships."
There was one advantage over many other stock market flotations in that the public already had a pretty good idea who British Telecom was - after all the majority had been paying bills to the organisation for several years. Perhaps the biggest surprise, though, was the discovery of all the other services it provided aside from the telephone.
In 1983 British Telecom was facing competition, for the first time since nationalisation from rivals Mercury (part of Cable & Wireless) and they realised it was important to raise their public profile.
The Roadphone, modelled on the 'Ambassador' telephone, was created to make a 'big' impression. Built on to a Ford Van chassis, it was the largest working telephone in the world. It was taken around the country to fairs, exhibitions and processions where members of the public could use it to make novelty calls through its hydraulically lifted handset.
British Telecom drove the telephone in London's Lord Mayor's parade. It also was featured in advertisements, and was taken to some of the big telecommunication industry trade fairs.
Like many other utility companies, BT has always striven to place the customer first. These initiatives have focused on improved business processes, streamlined efficiencies, cost reductions and better customer service. At the same time other ideas have been introduced to integrate the brand values throughout the company and staff.
The BT Piper was the figurehead for a completely new concept: to break away from any shortcomings of the old values, and reinvent the brand as a more fitting symbol of a global business.
In the public's mind, British Telecom was still closely linked to the GPO, and this re-launch sought to sever ties with the old days and push BT forward as an international player under new management. Attitudes changed fundamentally to reflect a new age of customer focus, and the ethos summed up by the Piper was a graphic means of reinforcing this message.
This series of advertisements brought the 'it's good to talk' phrase to the fore. It was the latest in a long series of call stimulation campaigns.
The early days of advertising for the National Telephone Company and then the GPO promoted the installation of new telephones. By the 70s, 80s and 90s most people had a telephone so the emphasis moved to making more use of the phone.
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This advertisement was part of a campaign to attract customers back to BT. A number of new service suppliers had been setting up rival telephone services offering attractive deals and prices.
BT reassessed its offering and this was the way it communicated its successful review. Customers began to come back in large numbers, finding the more experienced telephone operating company offered better service.
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