Tuesday, 17 October 2017

Friday Review: Brand aid

By Mary Lennighan, Total Telecom
Friday 16 September 11

As the France Telecom brand edges towards extinction, we examine the results of the telco's 'Orange' rebrand of 2006.

Buses filled with school kids in sparkling new uniforms are a familiar sight in the U.K. in September, and there are doubtless similar scenes playing out in many places elsewhere in the world. It's also "back to school" in the telecoms space after the August lull, and two of the biggest global names are looking to give their businesses a boost in a similar way: by focusing on their brands in a bid to achieve greater uniformity. For France Telecom that uniform is Orange. The company united most of its operations under the Orange banner as long ago as 2006, but to date has clung on to 'France Telecom' as its corporate identity and for its domestic fixed-line operations. However, the historic name is set to go the way of Equant and Wanadoo by summer 2012…

Buses filled with school kids in sparkling new uniforms are a familiar sight in the U.K. in September, and there are doubtless similar scenes playing out in many places elsewhere in the world. It's also "back to school" in the telecoms space after the August lull, and two of the biggest global names are looking to give their businesses a boost in a similar way: by focusing on their brands in a bid to achieve greater uniformity. For France Telecom that uniform is Orange. The company united most of its operations under the Orange banner as long ago as 2006, but to date has clung on to 'France Telecom' as its corporate identity and for its domestic fixed-line operations. However, the historic name is set to go the way of Equant and Wanadoo by summer 2012…

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