Friday, September 26, 2008

C&W set for rebranding

Published: Friday September 26, 2008


The Cable & Wireless brand as Barbadians have known it is about to be put to rest after 125 years in the Caribbean, as the company tries to recreate itself and present a new public image.

Very reliable sources close to the company said the LIME brand, which represents (Landline, Internet, Mobile and Entertainment) should be rolled out next month.

They said the telecommunications company's rebranding was part of the overall transformation exercise that would improve service quality and emphasise the regional management structure allowing swift decision-making without confirmation from the British head office.

The rebranding exercise would also involve previously announced staff cuts throughout the Caribbean.

Sources said research undertaken by the company indicated the C&W brand had several negatives associated with it which hindered attempts to further penetrate the regional market.

They added C&W had examined successful rebranding efforts by companies such as BWIA to Caribbean Airlines, CIBC to FirstCaribbean International and The Mutual to Sagicor Financial Corporation.

C&W has lost market share to mobile phone rival Digicel in several Caribbean islands, with Jamaica experiencing the greatest loss.

Richard Dodd, chief executive officer of C&W Caribbean, could not be reached yesterday for comment. However, corporate communications consultant for C&W Caribbean Julian Rogers said in statement: "As we said in July we are transforming our business into a single, strong pan-Caribbean operator designed to deliver the very highest levels of service to our customers.

"We are currently talking to colleagues in our business about the next phase of our transformation programme and when we've finished this discussion, we'll be ready to talk publicly about what happens next"

He added: "We're very excited about the changes we're making to our business and hope that our customers will be excited too. However, it's our policy to talk to our employees first about any changes we make, so we will not comment further until we've done so."

Source: Nation Newspapers

No comments: