The Orange viewpoint has always seen the world as a benevolent place. Traditionally, a place where the future is bright and now more recently a state where we recognise the connections between ourselves and all other people who touch our lives.

With all of the pessimistic reporting in the media, an optimistic world view is most welcome. Jane Jacobs, a famous urban philosopher, explains why the difficult relationships between corporate businessmen and environmental activists are so difficult to resolve. Her view is that business people fail to see the problem and activists fail to see the solution. This difference leaves a gulf that is all too difficult to cross. I think an optimistic view allows us to have a vision of the world where we can accomplish better things for society. Whilst simply ignoring problems is foolhardy, focusing on them privileges them and leads us into mental cul-de-sacs.

This new campaign entitled ‘I am everyone.’ aims to create deeper meaning around the optimistic  world view, appreciating the way we are all connected – for good or bad – as humans. The ads broadly state that our experiences shape us and more subtly suggest that we can overcome the negative experiences and focus on the positive if we have the right attitude. Of course, the magic ingredient is an optimistic attitude.

The narrative is not just some unattached emotional promise. At a functional level, it makes sense for Orange to promote notions of interconnectedness since they are in the communications business. Now a triple play, the orange brand narrative can speak beyond one-to-one communications and discuss our connection and relation to the wider world via the Internet and TV.

While Orange does not appear on any brand valuation surveys due to the lack of significant American operations, we are certain that this is the most valuable telecom brand in the world. By continuing to focus on progressive messages that bring us together, Orange consistently promotes a world view that has wide appeal and is relevant in a society that is searching for encouragement.