‘T-Mobile’ has a different ring

Back in the Seventies, tidiness and conformity seemed the aim of all corporate identity “programmes” as companies tried to impress with size. With more recent, enlightened views about branding (as it has now become known), it seemed that we had reached a more balanced view in which both internal attitudes and external perceptions were taken into account, as well as existing brand equity.

So what is Deutsche Telekom doing with One 2 One, having paid £11bn for the company, part of which must have been for brand equity?

It seems to be about to rebrand as “T-Mobile” (‘T’ for teutonic tidiness, perhaps) in order to be the same everywhere, internationally. The baby of brand equity goes out with the bathwater of the name.

And what about the issue of staff loyalty to the brand in this service-oriented industry? This is the stuff of which the BMW/Rover fiasco was made.

Contrast this with France Telecom’s intentions of exploiting the Orange brand (an admittedly stronger one). T-Mobile has none of the intrinsic flair of either Orange or One 2 One, so it will be an expensive struggle to create equity for this tidy, logical brand in an ultra competitive, fast-changing market.

Chris Ludlow

Henrion, Ludlow & Schmidt

London SW1

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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