After sitting on the sidelines for a couple years, Nortel is back in the branding business with print and television ads that will feature the slogan "Business Made Simple". It's an improvement over the last, quickly-forgettable campaign, which used "This Is The Way". I wonder if this is the work of Clent Richardson, who will be leaving his position as Nortel's chief marketing officer next month? Maybe Nortel CEO Mike Z. is pushing the exercise as a way to refresh Nortel's brand and mark the start of his reign? Personally, I would have gone with "JVs are Us" in light of Nortel's deals with Huawei and LG. Or maybe the catchier "It's Mike Zee, Not Mike Zed, eh" to reflect one of the differences between Canadians and Americans. Or maybe the simpler "The New Nortel: Slim, Trim and Scandal-free".
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Mark Evansthe blog - examines the world of telecom and technology from a distinctly Canadian perspective.the person - lives in Toronto, CA with his wife and three children, and works as director of community with PlanetEye Inc. 
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Nortel Brand-Building Again
by
Mark Evans
on Thu 02 Feb 2006 05:36 PM EST | Permanent Link
After sitting on the sidelines for a couple years, Nortel is back in the branding business with print and television ads that will feature the slogan "Business Made Simple". It's an improvement over the last, quickly-forgettable campaign, which used "This Is The Way". I wonder if this is the work of Clent Richardson, who will be leaving his position as Nortel's chief marketing officer next month? Maybe Nortel CEO Mike Z. is pushing the exercise as a way to refresh Nortel's brand and mark the start of his reign? Personally, I would have gone with "JVs are Us" in light of Nortel's deals with Huawei and LG. Or maybe the catchier "It's Mike Zee, Not Mike Zed, eh" to reflect one of the differences between Canadians and Americans. Or maybe the simpler "The New Nortel: Slim, Trim and Scandal-free".Comments
Re: Nortel Brand-Building Again
by
Anonymous
on Fri 03 Feb 2006 10:04 AM EST | Permanent Link
The new Nortel brand is "Business Made Simple". Another bright idea from Clent R. and we are all very sorry to be losing him. We hope the new brand will send a message to the market that Nortel is entering a new era with a dynamic, experienced and successful CEO - Mike Z"eee" not “Zed” is bringing great ideas to Nortel!
Re: Nortel Brand-Building Again
by
Jamez4all
on Mon 06 Feb 2006 01:24 AM EST | Profile | Permanent Link
What do you mean "bringing great ideas"?
How in the world do you know? Only thing he boasted was cutting R&D but NT already had these cost cutting controls in place. I see pumpers are starting to infest this blog and to you may I suggest an alternative view. Zifibberovski's track record is in axe cutting only, he has never been a CEO, and his communication skills are questionable sporting a slovic accent. Only thing I heard from post optimisitic Mikey was his boasting cutting R&D than any sales or innovation. Agin, even this was already announced by Nortel, some "new" idea... Ziffberovski's hands are tied to steal MOTs people so he hit GE, what a guy... 40 year GE vetran McKenna started with Nortel (North Carolina) last month... how old is this guy anyway? What's in Nortel's charter for required retirement age? Isn't it 65? Must be a buddy of Mikeys. Hmmm.. wasn't it close relationships that got NT into troubles last few times... Board/Dunn... Owens/Deichendt... now this... Heh, and headhunters once considered anything over 5 years as stagant in career advancement... Insiders successes/good"track records" don't count much to me, I see them as lucky, at right place at right time, or who they know not what they know or can do. Sales and innovation is what builds track records in my eyes, not boast shrinking and cutting most R&D like anything else to save on losing more and more money year after year they are increasingly challenged to earn with astounding ploys... directionless, tanking, and in shear turmoil. Look at their recent refinancing uasing cash as collateral for a 1 year term or S&P or Moodys sentiment, let alone recent SEC restrictions to forcast, etc... frauds du jour where every day is a surprise... "Mr. Zafirovski inherited a company that is losing money, and a stock that has yet to recover from the bookkeeping woes." Perhaps they can hang out philosophizing or grabbing a quick nap together as the company emroils itself in exhaustive mediation battles and enormous settlements. Where is their old Chief Legal Officer ? On the roster of defendants as one of the highest paid bonuse recipients or did he really retire during NT's darkest hour with such a golden handshake/parachute they award each other. Now extending weak controls if I may add... funny eh? Zibberovski was at GE for a quarter century, left disgruntled and passed by, this seeming megalomaniac left for Nortel with consequence... He defrauded a written contract addressed in advance multiple times, in writing. The rosolve to MOT suing him was financial restitution and promise not to recruit MOT people or speak to wireless customers until July... Nortel's punch line was paying a premium, freely again, for this first time green CEO, another one of many in its turnstile and endless failed gambles... The man has a BSc in math... aquired axe cutting recognition, and questionable communication skills Is this who will save the pumpers day? ... or is it who he recruits? Puleeeze... ongoing NT hysterics in their directionless turmoil never cease to amaze me... this is what makes Nortel's trend so truly entertaining =) ...at least this eager overly optimistic zifibberovski has finally pubically acknowledged only after starting Nortel's "struggles" and "Challenges"... a man who shot his mouth off before he knew... another fraud artist from day one to the core, no wonder they paid a premium for him... maybe just to put a happy face to the all the axe cutting... who knows with their warped sense of humour and ambiguous Nortelesse... |
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