Orange is going to spend £30m to reposition themselves as a company focusing on relationships.
Orange is an old marketing business doing old marketing. Old marketing does grandiose repositioning statements, big ad budgets and gets the message in front of people.
New marketing isn’t really new, it’s about the basics. It’s about having conversations with customers. It’s about facilitating these conversations, and empowering customers.
New marketing would’ve taken this £30m budget and handed it to customer service. New marketing would have demanded that Orange had an individual conversation with every customer (this makes it’s own ad campaign – “So have you received your Orange call yet?”).
New marketing would have trained the customer service people to ask about any problems the customer might have, and fixed those problems. New marketing would ask if the customer had any friends with the same problem they could help.
Maybe customer service might even enjoy a spot of proactive problem-fixing enjoy being proactive for a change.