Rebrand -- Engadget Mobile

rebrand posts

Fido's rebrand complete, yellow figures prominently

by Sean Cooper posted Nov 4th 2008 @ 8:58AM

Fido, Canada's other GSM carrier -- though, wholly owned by Rogers Wireless -- has finally found its new identity. The faithful, straightforward, and trust-inspiring pooch is still present in the new look and feel as well as the ~~hammer-like~~ subtle use of yellow. New plans being launched include "all-in" price plans starting at $15, a $25 deal with unlimited text messaging, and all feature per-second billing and no system access fee. The new site's up now if you're inspired to switch up your plans a bit and we have to say, if the fine type's not too fine, things are definitely looking rosy for budget-minded consumers up north.

Sony Ericsson hooks up with Sagem for low-end lineup

by Chris Ziegler posted Mar 27th 2007 @ 4:33AM

We know that the cellphone makin' game can be rough, Sony Ericsson; we really do. Sometimes you've just gotta take a load off. Heck, your fellow European in the Big Five, Nokia, washed its hands of much of its CDMA responsibilities through a deal with Korea's Pantech, so we can totally understand wanting to offload your low-end R&D and manufacturing duties to SAFRAN Group's Sagem. Of course, Sagem is a little closer to home -- France, to be exact -- than those Korean folks, so you should have a pretty easy go of it keeping your rebranded stuff in check. In fact, you're so uptight about it that you've decided to open a new office right in Sagem's hometown of Cergy, France, dedicated to the low-end segment. We look forward to seeing what y'all come up with -- let's just try to make them a little more believable than the "Nokia" 6315i, mkay?

T-Mobile on the cusp of an image overhaul?

by Chris Ziegler posted Sep 30th 2006 @ 6:23PM

We're putting this story together piecemeal, but we've collected enough intelligence at this point to venture a guess that T-Mobile will be launching a moderate rebranding effort in the next month or so. Headlining the evidence is, of course, news that they'll be dropping (or significantly scaling back) use of Catherine Zeta-Jones as their spokesperson. Exhibit B, then, is the almost Skype-like font seen on the shot of T-Mobile's spec sheet for the upcoming Motorola V3t, which looks distinctly unlike anything they're presently using. Finally, we've heard rumblings that their well-known slogan, "Get More," will be getting the boot before too long. All this comes at a time when T-Mobile's stealing a good deal of the American carrier spotlight, what with their impending launch of the hotly-anticipated Dash and UMA service; that's all well and good, but more importantly, who's going to replace Catherine?