The rebrand of Cable & Wireless in the Caribbean brings up some interesting questions.
LIME as a replacement for bMobile might seem a natural fit, but as a transition away from the core C&W brand it comes off as anything but a playful get together, which is what a 'lyme' is supposed to be in Caribbean talk.
This is in the context of a Digicel which has taken on the mantle of aggressive in the region, and now AMerica Movil, branding itself as Claro as it does through its deployment in Latin America, taking an aggressive first stance in Jamaica.
How does a corporate company become a sour fruit and not suffer consequences from using the colour black. As a hip lifestyle brand it can work. As a corporate brand I suggest that this is a doomed project and can only devalue its likely acquisition by a bigger player in time.
The other question is whither Liat ? A few weeks ago we tried booking media for a client and were told by Loat that their new inflight magazine was being rebranded and re-designed. The name of their new in flight mag ? LIME.
The colours, the look and the positioning are excellent for Liat.
So now we have two limes. one black and one green.