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Summary:

How lacking in focus does your business have to be to call itself “Everything Everywhere”? That’s what the UK divisions of T-Mobile and Oran…

Everything Everywhere

How lacking in focus does your business have to be to call itself “Everything Everywhere”? That’s what the UK divisions of T-Mobile and Orange are calling their newly-merged joint venture backend.

The pair couldn’t come up with a good name to unite the carriers on the consumer end – they will continue to operate to customers under their original monikers. Instead, the worst of the names is reserved for the parent company of the 16,500-employee, 30 million-customer group.

Says Everything Everywhere’s CEO Tom Alexander, who was Orange UK CEO, in the announcement:

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  1. Another example of marketers getting confused between “internal mantras” (aka “wishful thinking”) and brand.

  2. mattbenfield Tuesday, May 11, 2010

    They must have gotten branding advice from those hacks at Comcast — I mean…TV Everywhere? Or Xfinity? Or Fancast? Ugh I’m confused.

  3. orangeemployee Tuesday, May 11, 2010

    I work for Orange..expected to hear this amazing new name…i am bitterly disappointed!! Orange was a rather quirky brand…everything everywhere?? Sounds very uninteresting and a little bit dull. not impressed!

  4. t-mobileemployee Wednesday, May 12, 2010

    I agree with orangeemployee!

  5. Well if the name “everything everywhere” is coming into existence then, there is a lot of catching up. I work for DISH Network and TV Everywhere is where it’s at right now. I can go anywhere and watch my TV. I went down to Mexico last month and no problem watching my own TV and everything that I subscribe to. This is something that I recommend to everyone especially when you’re on the run.

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