“CREATE” – From National Aspiration to Real Action
As the agency that built Telemor’s first brand positioning strategy in 2013, BrandCreativity understands that the philosophy of “CREATE” has never been just a written concept—it is a declaration of Telemor’s role in Timor-Leste’s development journey.
Within the shared philosophy of Telemor and BrandCreativity, “CREATE” means creating opportunities, building connections, and unlocking new possibilities for every individual. Timor-Leste’s entry into ASEAN represents the moment when “CREATE” moves from national aspiration to actionable reality. The foundation of this repositioning project comes from one question:
How can the brand accompany the people of Timor-Leste in creating new opportunities in this new chapter?
Caring, Innovation, Determination – The Three Pillars Shaping a New Chapter
With one of the nation’s most extensive mobile networks, Telemor is more than just an enabler of “CREATE” for better lives—or “Diak Liu,” as expressed in Tetum. Through the repositioning process, BrandCreativity and Telemor defined three core values that express the brand’s commitment in this era of integration: Caring, Innovation, and Determination.
Caring
Telemor understands that joining ASEAN is not only about economics or politics—it is about people. Every family, small business, and young person in Timor-Leste needs the tools to connect with 680 million people across ASEAN. BrandCreativity’s repositioning strategy emphasizes that Telemor is not simply a service provider, but a partner in “creating opportunities”—from 4G coverage to Mosan digital payments, to enterprise and education solutions.
Innovation
In the ASEAN era, innovation is not optional—it is essential for survival. As the technological pioneer BrandCreativity positioned in 2013, Telemor stands ready to be the “digital bridge” that helps Timor-Leste not only learn but steadily move closer to global integration.
Determination
The 23-year journey from independence to ASEAN membership is a story of national determination. For Telemor, repositioning is not about better visuals or nicer messages—it is about reaffirming its role, making long-term commitments, and standing with the nation through every challenge ahead.
Brands Don’t Just Reflect an Era—They Shape It
The story of Telemor and BrandCreativity demonstrates the power of long-term partnership. From 2013, when Telemor first entered the market, to 2025, when Timor-Leste joins ASEAN, we have not only built a brand—we have accompanied a nation on its development journey.
From Telemor’s repositioning experience, BrandCreativity clearly sees this:
Repositioning does not mean the previous positioning was wrong—it means preparing the brand for its next chapter.
Telemor is not here merely to “serve” the people of Timor-Leste, but to stand with them—with caring, innovation, and determination—to CREATE new opportunities for the youngest nation in Southeast Asia.
This is also the mission of BrandCreativity: helping brands not only be seen, but be trusted, loved, and aligned with the aspirations of their communities.
By Brand Creativity