Tim Moore
Managing Director
- Loves: Snow & Mountains, Noisy Music, West Ham United & Jelly Babies
- Hates: The Circle Line, Tea, Dishonesty
- Inspired by:
- My granny
- Ordinary people doing extraordinary things
- Apple product design
- My links:
And another thing...
What are the Orange animals all about? I don't get it.
I know they are all terribly quirky people at Orange but how does a raccoon or a camel help customers choose the most appropriate package for them? It's different but it's meaningless.
Genuine differentiation is pretty much impossible in the mobile market, and companies have to build brand equity with their customers in other ways. In fact, Orange's Spot the Bull Glastonbury ticket giveaway site is exactly the kind of thing that works these days.
But the animal idea is just rubbish in my humble opinion. I suppose some people might say that fact I am blogging about it means its successful, but it won't encourage me to purchase an Orange call plan any time soon.
Posted by Tim on 30 May 08, at 9:18 am
1 comment on this post
Apparently the The 'Dolphin' package is "For people who like to text a lot" – and presumably don’t have thumbs.
The 'Panther' package is "For people who like all the extras" – and presumably want to sound the coolest.
The 'Canary' package is "For people who love to chat" – but seemingly lack the vocal skills of the parrot.
And, bizarrely, the 'Raccoon' package is "For people who want no nonsense basics" – just like raccoons.
Go figure...