Everything Everywhere has refused to comment on claims the operator is planning to drop its brand name and market the business solely as Orange.
A well-placed source said the operator was working on a rebranding strategy, which would lead to it abandoning the Everything Everywhere and T-Mobile names. An Everything Everywhere spokesman was unable to deny any rebranding would take place, describing conversations around branding as ‘hugely commercially sensitive’.
He said: ‘We announced in October 2011 that we had completed the brand review as planned and have agreed with our shareholders the way forward for our brand strategy. Given its commercial sensitivity, further details will not be discussed. We are as committed to the Orange and T-Mobile brands as we have ever been and are launching new marketing campaigns from both brands this week.’
The operator completed a brand review in October 2011 but while it has shared the findings with shareholders, it has not made the details public. The future of the Everything Everywhere brand has been subject to speculation since Orange and T-Mobile merged in 2009. In February, it issued a bond prospectus to shareholders which said it had considered a range of options about its brand.
Among the options discussed was developing a new brand, which ‘may be complementary to or in substitution for one or both of the existing brands of T-Mobile and Orange’. However, a spokesman said at the time that the prospectus did not detail any conclusions on brand strategy.