Orange lost it

Orange marketing and branding gurus lost it in fact some time ago - they had one of the best (mobile) brand out there. In fact, Orange at its start was nothing more than a brand. But step by step - with the help of France Telecom - they reduced it to something much different. The latest in the UK is the animal package - Orange are naming their differing contract packages after animals and customers have to choose between - dolphin, racoon, canary or panther. Help!

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