The future is bright

BBC News has an interesting article on branding without using your logo. The Chill n' Charge tent at Glastonberry this weekend will let people charge their mobiles for free, but doesn't have any logos from the company providing the service... although the colour might give it away.

"We want people to walk away from the festival feeling more positive about our brand than when they arrived, to think that we have done something for them," said Mat Sears, spokesman for, yep, Orange.

Shoving your logo on the programme really doesn't have much of an impact on people. Even if you're a title sponsor, what does that actually get you? Is someone who goes to the Virgin V festival more likely to use their services? They're paying for the tickets anyway so the 'service' Virgin are providing is a little illusive.

Instead what Orange are doing is providing a useful and imaginative service, that is relevent to their brand.

The service itself is the brand.

I just hope the orange doesn't all turn mud coloured.