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Brand Health Check: Orange
Just three years ago, the mobile operator seemed justified in talking of a bright future, but more recently the brand appears to have lost its sense of identity, says Ben Carter. Orange was once perceived as a textbook study in creating a brand with power and meaning from scratch. Launched in 1994 by Hutchison Telecom, it was backed by innovative advertising and branding. By 2001 it was heading for the UK market-leader spot and a multimillion-pound flotation under founder and then chief executive Hans Snook. The story today could not be more different.
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