OK, So I am not a Virgin. Mobile. Lover. I mean, I am not a Virgin Mobile Lover. Why?
Their branding sucks.
OK, now that my cards are on the table, I'll tell you why. Virgin missed the mark on their actual client base with their pre-paid phone service. They are selling and appealing to the 12-18 year old demographic. Their message appeals to this age group, and they assume that this group lacks any form of intelligence. They have dumbed down their brand message so thoroughly, they forgot who is really paying for the service - the parents of this demographic. So, their message should be a partnership message between the kids getting the phones and the parents paying for the service.
They dumbed downed their message with slang and irrelevant glitz and language in the following areas:
- educating their customers on the product in their brochures
- their message in their web site product and services content
- their recorded call centre customer service messages
My 12 year olds both got a phone this year. They are Virgin. Mobile. Customers.
The web site is "fun" and branded with the colours and Virgin logo. However, it's brand language gives little more than an invite to the "Virgin Fun Fun Fun Party." Finding information on the product and phone plans is a fact finding mission. Strike one.
The call centre recorded message is a bubbly voiced, sparkly girl, who overflows with unabashed enthusiasm about the Virgin Mobile service and product offering. I can almost see her girls bouncing, and her eyes sparkling with a shallow understanding of the words coming out of the hole on her face. Perhaps the 20-something college dudes that subscribe to the Virgin Mobile services have a "value added" 900 line experience whenever they call in to check the current status or balance of their account, but - as a parent - I am not comfortable with "kickin' in" or "pounding it" with Virgin's recorded messages. "So, C'mon, have FUN!" I just want to dial a number, get a balance, not be annoyed by a brainless twit in between harsh guitar takes on the phone.
Now, back to brand: Virgin missed the boat. I repeat, the people of consenting age are the paying customers. Virgin is trying to position itself as the "cool" go to cell phone for tweens, teens and pre-grads, and comes off looking like an unkempt teenager in a very competitive cell phone market.
So, although they are speaking to the 12-18 year old demographic, they need to be addressing the parents with information that is pertinent. There is a savvy way to do this without alienating both demographics. It's what brand companies get paid the big bucks for. I ponder, how much did Mr. Branford pay for this brand exercise as he delved into the mobile phone arena? Virgin has simply ignorantly dismissed the actual financiers of the mobile phone contracts: the parents.
I am still quite happy with my dog company, thank you. Less is more, and brand is more than just a logo.
---------
Tonia Lenk is a brand specialist and owner of Ideas In Bloom, a brand design studio specializing in collaboration on projects with clients who are dedicated to excellence, committed to the community and sustainability in the environment. She is a proud mother of four, and writing her first novel in 2011. She recently took up flute, and shares her knowledge on print, web and brand design freely!
Their branding sucks.
OK, now that my cards are on the table, I'll tell you why. Virgin missed the mark on their actual client base with their pre-paid phone service. They are selling and appealing to the 12-18 year old demographic. Their message appeals to this age group, and they assume that this group lacks any form of intelligence. They have dumbed down their brand message so thoroughly, they forgot who is really paying for the service - the parents of this demographic. So, their message should be a partnership message between the kids getting the phones and the parents paying for the service.
They dumbed downed their message with slang and irrelevant glitz and language in the following areas:
- educating their customers on the product in their brochures
- their message in their web site product and services content
- their recorded call centre customer service messages
My 12 year olds both got a phone this year. They are Virgin. Mobile. Customers.
The web site is "fun" and branded with the colours and Virgin logo. However, it's brand language gives little more than an invite to the "Virgin Fun Fun Fun Party." Finding information on the product and phone plans is a fact finding mission. Strike one.
The call centre recorded message is a bubbly voiced, sparkly girl, who overflows with unabashed enthusiasm about the Virgin Mobile service and product offering. I can almost see her girls bouncing, and her eyes sparkling with a shallow understanding of the words coming out of the hole on her face. Perhaps the 20-something college dudes that subscribe to the Virgin Mobile services have a "value added" 900 line experience whenever they call in to check the current status or balance of their account, but - as a parent - I am not comfortable with "kickin' in" or "pounding it" with Virgin's recorded messages. "So, C'mon, have FUN!" I just want to dial a number, get a balance, not be annoyed by a brainless twit in between harsh guitar takes on the phone.
Now, back to brand: Virgin missed the boat. I repeat, the people of consenting age are the paying customers. Virgin is trying to position itself as the "cool" go to cell phone for tweens, teens and pre-grads, and comes off looking like an unkempt teenager in a very competitive cell phone market.
So, although they are speaking to the 12-18 year old demographic, they need to be addressing the parents with information that is pertinent. There is a savvy way to do this without alienating both demographics. It's what brand companies get paid the big bucks for. I ponder, how much did Mr. Branford pay for this brand exercise as he delved into the mobile phone arena? Virgin has simply ignorantly dismissed the actual financiers of the mobile phone contracts: the parents.
I am still quite happy with my dog company, thank you. Less is more, and brand is more than just a logo.
---------
Tonia Lenk is a brand specialist and owner of Ideas In Bloom, a brand design studio specializing in collaboration on projects with clients who are dedicated to excellence, committed to the community and sustainability in the environment. She is a proud mother of four, and writing her first novel in 2011. She recently took up flute, and shares her knowledge on print, web and brand design freely!
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