menu

Ed Cotton: Can Brands Sustain Their Identity In The Face Of Consolidation?

Ed Cotton: Can Brands Sustain Their Identity In The Face Of Consolidation?
Advertising

New company 'everything everywhere' merges two brands into one and shares the challenges of maintaining company autonomy.

Ed Cotton, BSSP
  • 23 august 2012

It’s clear that the financial pressures are running rampant right now in the capital-intensive network provider space.

everything everywhere  is a company, created as a result of these pressures and is the consolidation of T-Mobile and Orange mobile and digital businesses in the UK.

It’s also a company whose name sounds like it might have been created by an algorithm.

The company has over 600 retail points of sale and 27 million customers and exemplifies the potential problem of brand consolidation; a process that is designed to make things simple, but ends up making things far more complex.

Orange and T-Mobile had a history of great communication; Wolf Olins developed the mold-breaking Orange name and identityWCRS the advertisingand of course, T-Mobile’s recent ad campaigns have been amongst the best out there.

As single entities they needed distinctive brand POVs and their brand’s thrived of their unique spirit and attitude, but under a single parent, these formerly very independent brands now need to be managed as a portfolio and we’ve already we’ve seen T-Mobile’s famous “Life is For Sharing” strategy bite the dust.

There’s now consensus at everything everywhere, with layers of brand management and portfolio planning going into decisions and while the brands still exist with distinct strategies, they’re going to be weakened as a result.

It’s brand management on life support.

Yesterday, to further complicate matters, everything everywhere announced plans to launch a third brand to add to its portfolio, which will be launched later in 2012.

While everything everywhere currently seems committed to a three brand portfolio strategy, it contradicts the financial purpose of consolidation.

The time could easily come when for the sake of efficiency the three brands go away and everything everywhere will become the sole entity, it’s not going to happen tomorrow, but it could.

everything everywhere might end up being a stark reminder to all of us that work in the business of developing, creating and marketing brands, that in a world where corporate consolidation is now a major force, the only way for brands to survive is to be strong enough to make the elimination decision extremely hard for the bean counters.

To see the original post, click here. Originally posted on Influx, which explores the intersection of brands and the social, consumer and cultural forces that shape them. Read more on Influx.

Advertising
Trending

This LA Hotel Is Designed Specifically For Cocktail Drinkers

Design
Mobile Today

Get A Better Idea Of How You Are Wasting Your Time

The TouchTime app is trying to revolutionize personal task management by providing detailed insight on how to be more efficient

Culture Today

London Telephone Box Repurposed As A Tiny Mobile Repair Shop

Tools and supplies to replace broken screens or damage are neatly stowed away in these micro-workrooms

Trending

Get PSFK's Latest Report: Future of Work

See All
Design Today

Conceptual Sportswear Created Out Of Futuristic Condom Material

A Dutch fashion designer is experimenting with new methods and fabrics to make high performance clothing

PURPLELIST EXPERTS

Amanda Parkes

Fashion Technologist

Syndicated Today

Would You Wear Wool Shoes To Save The Environment?

As demand for wool shoes grows, a number of US footwear brands are heading directly to the source: the sheep pastures of New Zealand

Sustainability Today

Self-Healing Material Is Fashioned Out Of Squid Teeth

Penn State researchers have devised a new textile that uses organic proteins

Arts & Culture Today

Search Engine Turns Your Own Drawings Into Photos

This image-matching software accepts hand-made sketches instead of keywords

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

PSFK Op-Ed august 24, 2016

Why Building Better Offices Is The Key To Employee Engagement

Interaction Designer and Audio-visual Technologist at ESI Design illustrates the value in creating environments filled with surprise and delight

PSFK Labs Yesterday

PSFK’s Workplace Vision: How The Nurturing Of Seeds Will Come To Define The Onboarding Process

Our Future of Work vision is a service that allows companies to assemble and deliver welcome packets that are uniquely focused on the concept of growth

Arts & Culture Today

Illustrator Interprets The Experiences Of Blind Travelers

Artist Alby Letoy creates drawings of poignant travel memories for the visually impaired

Advertising Today

Clickbait Titles Used For The Good Of Charity

An agency devised an unlikely campaign that uses clickbait as a positive force to drive awareness to nonprofit initiatives

Advertising Today

The Best In Eye-Catching Olympics Campaigns

PSFK rounds out the Rio Games with our picks for the best advertising moments off the field

Work Today

Editorial Roundtable: The Arrival Of The People-First Workplace

Managed By Q, Soma, Workbar, Primary and thinkPARALLAX enumerate the reasons why companies need an employee-embracing workforce in order to exist

Arts & Culture Today

Transforming Light Waves Into A New Art Form

An artist uses glass treated with layers of metallic coatings to create a unique installation called lightpaintings

PSFK LABS REPORT

Innovation Debrief: Boston
Business Concepts Born In 'The Hub'
AVAILABLE NOW

Design Today

This Windbreaker Lets You Explore The Outdoors While Charging Your Phone

The apparel includes solar panels that allow the wearer to stay connected through the power of renewable energy

Asia Today

The Goal Of This Game Is To Not Get Laid Off From Your Job

A hit mobile app has you working really, really hard to not get fired as you climb the corporate ladder

Advertising Today

Movie Critic Bot Guides Viewers Through Festival Offerings

The Toronto International Film Festival has created a Facebook Messenger chatbot to help attendants curate their schedule

No search results found.