Everything Everywhere. Do those words mean anything to you? Probably not. It was a transitional brand given to the UK telecoms joint venture between Orange and T-Mobile back in the late 2010s.
Both brands were well established in the marketplace. Orange launched in 1994 (and would eventually become the trading name of France Telecom), while T-Mobile was introduced in 2002 following Deutsche Telekom’s acquisition of One2One three years earlier.
The challenge for the new company was to create a brand that lived up to its predecessors but also signified something new, given the operator was about to launch the UK’s first 4G mobile network. The ‘EE’ brand made its debut to great fanfare in 2012.
One of the figures behind that transition was Marc Allera, then EE’s chief commercial officer. Now, as chief executive of BT’s…
