Friday, October 31, 2008


I just saw a story on the news about Cable and Wireless and their plans to rebrand their Caribbean operations to LIME (Landline, Internet, Mobile and Entertainment). This is a marketing nightmare, they can’t be serious. Do they really want to associate their products and services with a sour fruit that is the bastard of the citrus family? One wonders if they couldn’t rearrange the letters to spell something else. What does the Entertainment component mean? Do they plan launch cable TV? I hope it’s not too late to reconsider because this seems like corporate suicide.


Ann (MobayDP) said...

I think they're thinking of Lime as in the West Indian "Liming"- hanging/chilling out with good company...that kind of thing. I don't mind teh rebranding. I doubt any of us has anything good to say or think about C&W anyway. Besides, isn't EVERYBODY rebranding these days? LOL.

I wish they would take a more aggressive marketing approach with the rebranding though. So far the ads have been kind of dull.

Their focus apparently is on customer service. We'll see how THAT goes. I'm not convinced they'll be able to achieve good customer service at all.

Gussie said...

Ohhhhh, I guess they’re tired of being considered “your grandparent’s phone company”. I’m a long time C&W customer and I still maintain that a rose by any other name is still a rose, until they prove me wrong. I’m not too thrilled about having a LIME phone or a LIME number and I’m sure that persons won’t be too thrilled about saying “Sell mi five hundred LIME please” when buying credit either.

Jdid said...

interesting. the thing about lime is to lime is to chill and relax , n worries type of vibe. i think that probably adequately explains their customer service mandate and why you have to wait forever to get them to do anything. they too busy liming

Gussie said...

Thanks Jdid, It all makes sense now. I nominate C&Ws rebranding for “biggest blunders of 2008”

Stunner said...

Blunders...that's one thing this company is good at!

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