Friday, September 21, 2007

Death Of A Great Brand Or Birth Of A Greater Brand?

Change is good. Definitely. Hutch is now Vodafone. Good? Not very sure. More than its SIM cards made it into our mobile phones, Hutch - the brand, had made its way into our hearts. Not entirely impossible, but it will be very difficult for Vodafone to replace Hutch. Let's see. We'll let the brand do the talking. Of course, we'll do the talking ourselves. Using their phones and services, that is.

It was an interesting experience last night, being a witness to perhaps one of the biggest brand transitions of our life time happen on the ground. Transition it was, of the Hutch signboards being replaced by those of Vodafone.

The Hutch signboard. Perhaps one of the very few still left in the city at that time of the night

Loosening Tied Ends - I

Loosening Tied Ends - II

Call Disconnected

Dialing A New Number

Connection Established!

Call Continues

New Up, Old Down!

New Connection Firmly In Place.

While I was taking these pictures, the owner of the shop of which the board was being replaced was giving me a very menacing stare. Apparently, he was under the impression that I was from Hutch/Vodafone and was agitated with the fact that his shop's name was wrongly printed in the signboard! Talk of a deal running into billions of dollars and not enough attention to such important details! Hope they get it right soon.

Rebranding at this scale always comes with some very amusing stories. That of UTI Bank Axis Bank, for example. Do not know how much the re-branding exercise cost them, but it definitely cost them much more in Karnataka. Everyone saw the Axis Bank boards with a certain patch covered and over-written by hand, due to a mistake in printing of the boards.

PS. Here's the Hutch Is Now Vodafone TVC. Decent, but not as nice as the Hutch commercials. Wonder if there will be any at all, as nice as the Hutch commercials.


vishwachetan said...

their logo reminds me of luncent logo! ..... hutch doggy will be missed!

Harish said...

Felt the same about the Hutch commercials.