BT division rebranded to add Scottish flavour

BT is looking at rebranding its Scottish division in an attempt to capture the country’s burgeoning sense of national identity.

A tartan logo is out, but in the light of devolution and the establishment of a National Assembly in early 2000, BT is looking at how to embrace a sense of “Scottishness”.

Specific marketing and regional advertising for BT Scotland are being considered.

A BT spokesman says: “Scotland is assuming a far stronger national identity and the people’s perception of ‘Scottishness’ is changing.

“If we could do anything to enhance the image, positioning and branding among customers in Scotland, we would consider it.”

Director BT Scotland Doug Riley has put together a team of ten experts from within the company to audit BT’s operations and advise on how to portray the importance of BT in Scotland.

BT employs more than 11,500 people in Scotland, has 3,500-plus Scottish suppliers and turns over 1bn in the country.

Riley decided to rebrand BT as BT Scotland when he took up his post in January; his job title was previously BT’s national manager for Scotland.

A BT Scotland spokesman says the regional interest in Scotland does fit in with BT’s global pretensions: “Scotland is different. We are a nation in our own right and a separate government will impact on BT Scotland.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here