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Wow. Uhm. Coming from a marketing background this is totally wrong. There is no fixed branding concept to be found. The new slogan is not catchy at all. Very forgettable. Cell C For Yourself was much better. Like Murraybiscuit said, white on black doesn't work. From a psychological perspective, a darker brand alienates the majority of people. The red branding gave Cell C definition, some colour to associate with them, now they're black. Black is not a colour, it's the absence of a colour. WTF is with the elephant on the starter pack? No, VERY bad branding. True yes that the old branding was getting boring, but I would've at least kept the basic concept and just modernised it a bit. But this is so forgettable.
Vodafone taking over red?
What is up with making Trever Noah CEO (Customer Education officer)? And did anyone see the stunt of the full page apology letter ad to him (Trevor Noah) in the Sunday times last week?
Cell C wants to be customer centric,
So the C - represents the customer, and the ring is Cell C
So the customer is the centre and Cell C wants to tailor solutions around the customer