Rating: Just needs a new lick of paint for 4G
Well, Everything Everywhere (EE) – the joint venture between Orange (France Telecom) and T-Mobile (Deutsche Telekom) certainly knows how to grab the headlines in the UK. Not content will getting the jump on its rivals with permission to launch a 4G network over existing spectrum (see here), it has also decided to speak out over ‘brand issues’. Rumours have been circulating on social media sites (probably Twitter) that the holding company is thinking about ditching its original brands. Such speculation has been categorically denied by an Everything Everywhere spokesman who revealed that the new brand won’t replace the existing three. What new brand? Well, has definitely decided that if it is to introduce high-speed 4G services, it will need a new brand. We’re not sure whether 4 UK has gone but Everything Everywhere 4G won’t cut the mustard.A report in Marketing Week here claims that the parent company has applied to trademark names such as 4G Every, 4G Everywhere, 4G Everything and 4G Everything Everywhere.
How about Uwant4? Just a suggestion. If the company is using the same advisors which came up with Everything Everywhere in the first place, then it ain’t going to be snazzy, is it?
Mat Sears, head of PR and corporate comms with EE, told Marketing Week that the focus will be on acquiring new customers and will “complement” existing brands rather than compete against them.
It’s a stark admission that both the EE brands aren’t cutting it as bleeding edge with punters. Which is a long way from the days when every Brit could tell you who was behind ‘the future is bright’.
Well at least we should have to wait until after September 11th [2012] to discover what the new brand is called. Surely no-one would launch a new offering without making the brand decision?
Otherwise everybody everywhere will simply refer to the new identity as Anytime Now.
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