Go, the new brand name for the Maltacom Group, is the start of a journey that is to unite no fewer than 62 brands and subbrands under a single telecom titan.

According to Go chief executive officer David Kay, the new corporate identity, which spells the end of not just Maltacom but its Maltanet and Multiplus subsidiaries, will unite the people in the group and accelerate change.

"The hard work starts today," he told The Sunday Times last week. "It was expensive to maintain 62 brands, many of which were product brands, that did not look as if they were part of the same whole. We want to accelerate the tempo on the promises we made."

The rebranding is driven by scientific market research carried out by an international firm of consultants, which reinforced the company management's gut feeling that this was the way to go.

Internally, the feedback was "tremendously positive", Mr Kay said, with some saying it should have been done before. "They (the staff) are on our side," he added.

The clearest indication of the rebranding is evident in the newly refurbished outlet in Psaila Street, Birkirkara, where all four product lines are now available under one roof - fixed line, broadband, mobile and digital tv.

Mr Kay said Go intends to rationalise the number of outlets it operates, with three of the 15 it operated up to some time ago confirmed (Psaila Street, Birkirkara, Bay Street and Pavi) and two already closed.

The outlets strategy is to be thought out in the next six weeks and by next June the whole outlet strategy will be in place. The aim is to create a one-stop shop and, eventually, even a single bill for the 'quad play' products it alone is in a position to offer in Malta.

Other aspects of the rebranding is the issuing of summer uniforms to all staff and the 'redecoration' of the liveries of 25 cars in the fleet, with the rest that can be rebranded being redone in the next 12-16 weeks.

"What is most important to us to communicate with our staff is to continually improve how we serve our customers and how we behave to give the customer a better experience," Mr Kay said.

According to Go head of corporate communications and public affairs Franco Alosio, who is responsible for implementing the new brand bible, information was given to all the 1,250 staff during six sessions. "It is important for us to manage expectations," he said.

"What we have achieved so far is already a feat. We must now continue on the journey that has begun this week."