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Everything Everywhere or Orange somewhere?

Brand Republic reports that Everything Everywhere has set out it's brand strategies for Orange and T-Mobile.

Interestingly it's all about differentiating the brand and what they stand for. So having spent years turning everything Orange, France Telecom forms a JV with DT, creating a new brand and then sets about differentiating the Orange brand from T-Mobile.

I can't help feeling this has echos of large professional services firms a few years ago seperating their auditing and consultancy businesses and then launching consultancy arms of their audit business.

Hopefully the eventual result will be more successful than the infamous 'Monday' saga, but since the company newsroom currently has two consecutive posts proclaiming differnt stores to be the first high street store branded Everything Everywhere, you can't help questioning the likely success...
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