"The new brand name… transcends language, cultural barriers and even technology." A brand that transcends technology -- amazing!

"Behind the name lies a new adventure." We had a look around the back but couldn't find Harry Potter or any of his ilk.

"3 will offer customers an experience without precedent… our research tells us very clearly that people can already see the excitement." Be warned: Some hallucinogens can be very powerful.

"The logo has a light titanium outside and a dynamic, playful, vibrant inside, animating through the whole spectrum of colour. The contrast between the outside and the inside articulates the spirit of 3: cool on the outside, hot on the inside, echoing the same spirit as the tough outer shell of the 3G handsets and the cauldron of dynamic information and entertainment inside." Hot on the inside? Maybe that's what's holding up the delivery of dualmode devices from Motorola Inc. (NYSE: MOT).

"The brand is not a chameleon, but it has to have flexibility built in." Remember, it is not a chameleon. An ocelot, maybe, but not a chameleon.

Although we kinda understand what Hutch is trying to achieve here, maybe the consumer research should have included exposure to the branding literature, just to check whether people laughed or were confused. Unstrung hopes the services are of a higher standard.

— Ray Le Maistre, European Editor, Unstrung
www.unstrung.com