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.