A university study recently conducted an experiment to see how people reacted to a single advertisement when that ad was coupled with different mobile phone brands.
The ad featured an attractive man randomly meeting a woman on a train, and wooing her with aid from his mobile. It was followed by the logo of either Telstra, Optus or Vodafone, and reactions were then measured.
While the ad was the same each time, responses to it differed significantly depending on which brand those watching it preferred. What the study clearly indicates is that a damaged brand (in this case Telstra) may find it harder to recover market favour than just enlisting a good ad campaign.