Although there have been hopeful signs, T-Mobile’s brand is still weak and needs a radical overhaul (MW October 13). The T-Mobile identity is visually weak, looked dated when it was launched (it has the appearance of a local German brand), is extremely forgettable and lacks any emotion. The brand name itself is boringly functional and the “sonicon” is irksome at best. In short, a bland brand.
Of all the UK mobile phone network advertising out there, it is abundantly clear which brand is being advertised throughout – except in T-Mobile’s case. Every major player uses holistic branding, which means that when you see one of the ads (or any form of communication), you know exactly who is selling what. I’ve seen the recent T-Mobile campaign on TV a dozen times and only when I read an article in the marketing press did I realise it was for T-Mobile.
If T-Mobile is going to significantly improve its fortunes, it has to start with giving the brand a differentiated and motivating positioning, create a visual brand ID that has the power, credibility, flexibility, memorability and recognisability of the likes of Vodafone or Orange, and then communicate it holistically at every consumer brand interface. Only then can it afford to be clever and creative with its communication.