With senior executives at Orange known not to be keen on the Everything Everywhere brand name (funny, no-one seems to ever hear from the T-Mobile side of the fence on this pressing issue), it's perhaps not surprising that there still seems to be an element of clunkiness in attempts to take advantage of the dual properties of T-Mobile and Orange.
To be fair combining the network, and offering users access to "both" networks for the price of one, went well and users definitely liked it. But something still seems a bit wrong about an offer such as this. Instead of offering broadband "from our friends at Orange", both Orange and T-Mobile could be offering "Everything Everywhere/insert new brandname" broadband.
This broadband campaign looks like affiliate marketing, and I'm sure that strategically, T-Mobile and Orange top management would like to go further than that. Indeed, why not just offer it as T-Mobile broadband, even if it's Orange under the hood. Or is the idea to draw explicit attention to the fact that T-Mobile customers are blessed with not just T-Mobile's reach, but Orange's vast hinterland as well.
My thinking, though, is that Everything Everywhere could be the brand that is the understood term for any product offering that combines the two operators' offerings, or takes advantage of the property of the "other" one.
Or perhaps not. Perhaps a third brand would confuse things even more, and if T-Mobile and Orange suddenly started punting "Broadband from Everything Everywhere/insert new brandname", it would confuse the hell out of its customers.
Oh, now I don't know what to think. I know very little about marketing and no doubt consumers understand this offer perfectly well. Let's just forget I ever wrote this.