Dmitry Linkov

Russian branding

May 26th, 2006. Published under General. No Comments.

Ok guys, back to work. After all, I’m almost finished with my studies, and I’m back to blogging.

What I want to show you today is an [bad?] example of rebranding happened in Russia past month. One of the biggest telecommunication company made a rebranding. Now their logotype is…. an egg. It’s subsidiaries also use Egg. Between the subsidiaries there is one of 3 gsm operators MTS. You can check out the result here ->. The public was shocked. Everybody started to talk “what an awfull thing they did”.

But what was the result? Till today this only brought to company a big buzz around the mass media. My thoughts firstly were also very negative, but now I just want to say – let’s take a look for it in a while. Only statistics will show if it was a good move or bad. If the buzz will transform into positive cash flow then we can say that it was a good rebranding. Because this is actually why it was conducted.