3 at Last, 3 at Laaast!
"Now you have heard that our name is 3, we hope you cannot forget it," said Hutchison's CEO Canning Fok. (Actually, Unstrung thinks "Canning Fok" is harder to forget.)
Unfortunately, as the number -- sorry, name -- was released early because of "speculation relating to leaks in the market" (always a problem in Unstrung's local corner store), we don't know what the 3 will look like. Yet. Though we are sure it will be colorful.
Although the number -- sorry, name -- will be the same in each of the countries (Australia, Austria, Denmark, Hong Kong, Ireland, Israel, Italy, Sweden, and the U.K.), each will have a localized Web address. We know four of them -- www.three.co.uk (UK), www.tre.it (Italy), www.drei.at (Austria), and www.three.com.au (Australia) -- and a spokeswoman assures us the others have been registered. We hope, for 3's sake, she's right.
The brains behind the number -- sorry, name -- is Doug Hamilton, who, before joining Hutchison Whampoa, was creative director at brand specialist Wolff Olins for seven years. His previous branding achievements include Orange, so he's got a bright future in mobile at least.
So what do you, the fine readers of Unstrung, think? Is this brand a proud peacock, or a bit of a turkey? Add your view to the message board below.
For the record, we at Unstrung wonder what will happen to 3 when the industry moves to 4G [ed. note: Leave it!].
— Ray Le Maistre, European Editor, Unstrung