Swisscom to rebrand

Polorise · #1 02.03.2008, 13:54

As reported here in El Reg

	Quote:
	We're pretty disappointed to learn that Swisscom has disproved the theory that the Swiss are largely immune to rebranding madness, preferring to eschew the advances of the Strategy Boutique in favour of avoiding armed conflicts and counting other people's money. Sadly, the company has evidently answered the hypnotic siren song of the whalesong CD, fired up the obligatory joss-sticks and brainstormed its way to a new logo.

you can look at the animation & shite new melody here ....

http://www.swisscom.com/brand-2008/

gregv · #2 02.03.2008, 14:14

	Quote:	Polorise
	As reported here in El Reg you can look at the animation & shite new melody here .... http://www.swisscom.com/brand-2008/

It's pretty bad. It reminds me of when, at a past employer, our PR VP decided they needed the "corporate sound" to chime whenever someone visited our site. Fortunately, sanity prevailed and we kept the website noise-free.

AbFab · #3 02.03.2008, 14:18

...and when will they let go of the 'last mile'?

Polorise · #4 02.03.2008, 14:20

	Quote:	AbFab
	...and when will they let go of the 'last mile'?

thats more valuable than "acquired" gold .... so never is probably the answer

J_T · #5 02.03.2008, 14:20

...red, white and blue, hmmm, bodes evilness...

...err... more evilness.

Greenhill · #6 02.03.2008, 14:59

Wonderful world of rebranding.

Swisscom followed Sunrise!

Greenhill · #7 02.03.2008, 15:04

	Quote:	AbFab
	...and when will they let go of the 'last mile'?

CEO of Sunrise is fighting for it very aggressively. But only time will tell...

J_T · #8 02.03.2008, 15:04

...and very original, I might add...

http://www.seaslugforum.net/factsheet.cfm?base=Hexasang

#9 02.03.2008, 15:23

	Quote:	Polorise
	As reported here in El Reg

It's Cack, Jim

	Quote:
	you can look at the animation & shite new melody here .... http://www.swisscom.com/brand-2008/

Correction: That should read shite animation & shite new melody...

ElJeFe · #10 02.03.2008, 15:26

	Quote:	AbFab
	...and when will they let go of the 'last mile'?

I've heard that there was a court ruling that would require Swisscom to relinquish its monopoly on the last mile so other providers can come in. Can't wait... AT&T is most likely buying COLT and would sure be interested in that piece of pie.

Polorise · #11 02.03.2008, 15:52

	Quote:	ElJeFe
	I've heard that there was a court ruling that would require Swisscom to relinquish it's monopoly on the last mile so other providers can come in. Can't wait... AT&T is most likely buying COLT and would sure be interested in that piece of pie.

I thought they were buying KPN ?

miniMia · #12 02.03.2008, 16:52

That is truly terrible! It looks like a "oh my god, sunrise re branded, we must also. You have two weeks. Go!"

Yuk!

Greenhill · #13 02.03.2008, 23:03

	Quote:	miniMia
	That is truly terrible! It looks like a "oh my god, sunrise re branded, we must also. You have two weeks. Go!" Yuk!

That means Orange is next...interesting to know about the new logo...maybe a real orange.

Treverus · #14 02.03.2008, 23:15

	Quote:	miniMia
	That is truly terrible! It looks like a "oh my god, sunrise re branded, we must also. You have two weeks. Go!"

As a Swisscom employee I can assure you that the rebranding is actually just the top of the iceberg. There is a lot more going on and it has nothing to do with Sunrise (for once). Four legally independent companies, bluewin, SC mobile, fixnet and solutions where merged into one "Swisscom Schweiz AG" (yeah, right...) beginning of January. I am one of more than 3000 who had a major change in their job through that re-org. The idea behind it is that you should be able to get ONE bill for internet, landline and mobile... These four companies had different logos, colors and CIs.

I think it is just logical to re-brand and throw all old "bluewin" or "mobile" stuff away. I have to agree that the whale song is terrible and when it comes to the logo: It was made by the same guys that rebranded BT...

I can give you some of the more Dilbert-like stories behind it, but the internet is the wrong place to post it... See you at the Talacker on wednesday

rhythmical remedy · #15 03.03.2008, 00:16

	Quote:	Treverus
	It was made by the same guys that rebranded BT...

One look at the new look and I thought they had something to do with it

miniMia · #16 03.03.2008, 01:05

	Quote:	rhythmical remedy
	One look at the new look and I thought they had something to do with it

Yeah, that's nothing to be proud of! the BT blob is also horrible.

miniMia · #17 03.03.2008, 01:08

	Quote:	Treverus
	As a Swisscom employee I can assure you that the rebranding is actually just the top of the iceberg. There is a lot more going on and it has nothing to do with Sunrise (for once). Four legally independent companies, bluewin, SC mobile, fixnet and solutions where merged into one "Swisscom Schweiz AG" (yeah, right...) beginning of January. I am one of more than 3000 who had a major change in their job through that re-org. The idea behind it is that you should be able to get ONE bill for internet, landline and mobile... These four companies had different logos, colors and CIs. I think it is just logical to re-brand and throw all old "bluewin" or "mobile" stuff away. I have to agree that the whale song is terrible and when it comes to the logo: It was made by the same guys that rebranded BT... I can give you some of the more Dilbert-like stories behind it, but the internet is the wrong place to post it... See you at the Talacker on wednesday

Re-branding is fine, difficult and necessary, but this new logo says nothing of what you just described. It's like a potato sack on a pretty girl.

The whale song it the least of the problem. What's strong and memorable about that logo? Really, it's a blob. So, you'll live with it for two years, then re-brand again. What's the word? Shareholder value?

J_T · #18 03.03.2008, 02:12

Balance Sheet Notes 2007:

**CHF462,879,264.95 Rebranding

Treverus · #19 03.03.2008, 08:42

	Quote:	miniMia
	So, you'll live with it for two years, then re-brand again. What's the word? Shareholder value?

The last time was eleven years ago... the cool new thing was that the company did not carry the word "post" in the name anymore...

Shorrick Mk2 · #20 03.03.2008, 09:16

	Quote:	miniMia
	The whale song it the least of the problem. What's strong and memorable about that logo? Really, it's a blob. So, you'll live with it for two years, then re-brand again. What's the word? Shareholder value?

At least it looks different. Swiss paid through the nose to have a new logo which was basically the old logo with the top and bottom ends covered with white Tipp-Ex correcting fluid.