Orange has unveiled ‘I am’ as their new strapline which will replace ‘the future is bright, the future is orange’. I am not entirely convinced by this branding move as I personally felt their strapline was probably the strongest aspect of their image and brand culture. Fallon launched a rather touching ’I Am Everyman’ television commercial to back the new campaign but besides the rather romantic tone leaves much to be desired from the new strapline. We will have to wait and see.
