Sunday, 24 September 2017

Brand and deliver

By Mary Lennighan, Total Telecom
Friday 04 September 15

A change in identity is afoot for a number of industry players, but is there substance behind the style?

So, what's new? The kids are going back to school, the nights are drawing in, and some of the biggest names in the comms industry are updating their looks for autumn. There's nothing outrageous in that; we all like to reinvent ourselves once in a while, whether it's a new suit or blonde highlights. But I can't shake the feeling that certain U.S. companies are trying too hard to convince us that their expensive new paint job carries a deep message about their mission in vision, when just admitting that they fancied a change might have been closer to the truth…

So, what's new? The kids are going back to school, the nights are drawing in, and some of the biggest names in the comms industry are updating their looks for autumn. There's nothing outrageous in that; we all like to reinvent ourselves once in a while, whether it's a new suit or blonde highlights. But I can't shake the feeling that certain U.S. companies are trying too hard to convince us that their expensive new paint job carries a deep message about their mission in vision, when just admitting that they fancied a change might have been closer to the truth…

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