The Week: i-Q - The internet question - Is Orange right to drop "the future's bright"?

No, it's short-sighted. The line remains as powerful and true today as it did 14 years ago.

Orange's problem, and this is particularly true for its broadband offer, is its woeful customer service. Orange used to be different - a premium mobile brand that offered a better quality of service - free itemised billing, free phone insurance. Now, it's as commoditised as any of the competition. - Ormiston Groove

No, they're foolish. - Richard Hayter

Classic. "It works, we're bored ... let's fix it." But then, instead of ad folk, I am sure they asked a carefully selected cross-section of their audience who said ditch it, so what do I know? - Peter Martin

No, it hasn't had its day and they should keep it. One of the best lines. - Claire Gates

It's a line that everybody recognises and associates with Orange, and the power of that shouldn't be underestimated. However, I think that Orange as a company needs to re-earn the right to use it. I worked at Orange during the height of the brand's power and "the future's bright, the future's Orange" was believable back then. Not so now. - Michael Tang

This smacks of management consultancy justifying fee - huge error of judgment - the future's dreary! - Adam Powell

- Campaign i-Qs. Post your views at www.brandrepublic.com/campaign.

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