Magazine article Marketing

Adwatch: O2 - 'We're Better, Connected'

Magazine article Marketing

Adwatch: O2 - 'We're Better, Connected'

Article excerpt

Throughout its short, but successful, life, O2 has given the impression of a brand with more to show for itself than say. Easy on the eye but facile; stimulating to the senses but numbing to the emotions. In eye-candy brand for the eye-candy age, a mobile Moss, Brangelina in broadband. All elegantly symbolised by its bubble identity: bright, shiny and hypnotic, but penetrate the surface and then - nothing.

I, for one, have never had a problem with this - not least because, as a means of proving attractive to others, conveying comfort in one's own skin takes some beating, and O2 has always appeared right at home there. Second, just because it's today's orthodoxy, it doesn't mean that every brand is obliged to inform the world of its higher purpose - especially if, as is generally the case, it really doesn't have one.

O2's apparent preference for doing things, over saying things, strikes me as the right way to build brand values in today's 'prove it' environment. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.