Be Broadband to rebrand

Be Broadband is set to get an image overhaul in the coming months; the current pink asterisk motif is set to change at the behest of owners O2, who want their charges to develop their brand presence and become more of a key player in the marketplace.

Oli White, Be head of marketing, said, “O2 has committed to us being a standalone, premium broadband service, and that means more investment into our site – that’s something we’re conscious has needed to be done for some time.”

Be Broadband have in the past pitched their high speed services as being ‘The Gamer’s Choice’, going so far as to be official sponsors for the Europe-wide Eurokreig Counter Strike tournament.

As such, a sizeable percentage of Be Broadband’s customer base is generally considered to consist of gentlemen of a certain age:

“Not every 18-34 male identifies with a pink star,” says White. “We have a lot of people who are into downloading games and movies as subscribers so we want to look align more with them,” he said.

Earlier this month Be Broadband parent company O2 came top in a fixed and mobile broadband satisfaction report by JD Power and Associates. O2 Broadband also topped the upload speed chart in the recent Broadband.co.uk survey; in the corresponding download speed test, O2 came a close second behind Virgin Media.

[Link: NMA]

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