I have to get this off my chest. Telecom's new branding is dire. The pink, the yellow, the green, the orange. The shouty capital letters and typeface that was stolen from TV2. The website looks a mess - half new branding, half old.
I ordered a 4G SIM the other day and cringed when I received a confirmation email today which opened with "Dear Steve, Woohoo! Are you ready for rad?!?" (And yes, those are their question and exclamation marks, not mine).
Am I ready? For 'rad'? I don't think anybody has been ready for 'rad' since 1992. What's next, 'Cowabunga'? And then the email was signed off by dear old "Maureen" with their traditional signature, instantly destroying any sense of actual coolness. I was horrified by this email. This is not the Telecom I signed up with.
Obviously they think that by changing some fonts and colours and using the kind of patronising language they imagine the yoof may be using that they can suddenly come across as cool. But... they're Telecom. We know them better than that. We don't even want them to be cool. This just comes across as embarrassing old Uncle Telecom having a mid-life crisis. And worse than that... It's unprofessional looking.
I don't know but this branding seems terribly misguided to me. There is always a place and a value for the 'conservative' telco with the professional image, and if Telecom want to desert that post then somebody else will just come along and fill it.
My 2c. Anyone else have an opinion?