$400 million lemon: LIME

'We asked you what you wanted...' said the press release from LIME, aka Cable & Wireless; I'm not sure how many people said 'spend $400 million rebranding'. Nevertheless, that's what we got, and the new company was launched here with a bizarre stage-show at Creole in the Park which many will remember simply for being badly lit. Oh, and for the free maracas given out (note to self, write a post soon about modern Cargo Cults).

Thing is, several years ago they rebranded to Telecommunications of Dominica (ToD), then had to un-rebranded after admitting none knew ToD and that C&W was a globally recognised brand. Well at least lots of people know what a lime is.

Already there are alternate meanings for LIME - Lousy Internet, Mediocre Everythingelse is one. But maybe LIMP is better:: Landline, Internet, Mobile, Profits

Comments

Kweyol Observer said…
I like it Steve but maybe I am a sucker for gauzy ad blitzes. The billboards around town are quite nice. Of course, if the customer service vibe doesn't change it will be the same old Cable & Worthless (Wutless in Jamaican slang) as my Jamaican friend calls it...
8:48 PM
Anonymous said…
Steve: You are absolutely right.Lime is really a lemon. For the past week and a half I have been trying to access my Lime eAccount to no avail. The URl seems to be dead. On Internet explorer, I get the message "Page can't be displayed. Thanks again LIME for your worthless service.

Joel
2:26 PM
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