Ed Cotton: Can Brands Sustain Their Identity In The Face Of Consolidation?
New company 'everything everywhere' merges two brands into one and shares the challenges of maintaining company autonomy.
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.