Oh, Fido. Why did you have to piddle all over the country?
I was blissfully unaware of this, but apparently Fido has been experiencing “brand ambiguity” ever since being purchased by Rogers a few years ago. To combat this, they’ve undergone yet another image revamp. It’s all the rage these days; just recently Bell Canada went from anthropomorphic beavers to the classier (?) and wholly confusing “-er” campaign. Not helping matters is the Telus entry into the discount mobile provider party – they’re the bastards behind the disturbing 80’s fitness-branded Koodo, a company seemingly targeted towards people who like to get physical and wear legwarmers.
Fido is, of course, my current cell provider, and I’ve been trying to log into their website for the last three days to get my latest bill. I’ve been having trouble doing so, and today I found out why: they launched their new website to go along with their new image, and it is fucking horrible.
It doesn’t take a degree in Marketing to see what they’re going for here – in Canada, the bright yellow screams CHEAP! DISCOUNT! NO FRILLS! YOU CAN AFFORD THIS! It’s the same yellow used by No Name brand products available at bargain basement grocery stores and Best Buy. It’s also hideous. The old Fido brand featured a website with a black background and shades of teal, beige and brown – it was actually pretty classy. Their new website is an eyesore and actually made me wonder if it had been hacked. Smart move, guys.
Before today, if you had asked me if the company’s image played into my willingness to pay for their services, I would have scoffed and said no. My extreme distaste for the new cheap Fido, however, is proving me wrong. Frankly, I’m embarrassed that these guys are my phone provider. Just like I would never be a Koodo customer because of their awful ads and imagery, if this version of Fido had been the norm when I was looking for a new provider in July, I would have passed them by. I suppose this is really snooty of me, but it’s the same everywhere – you go with what you like. I liked Fido’s old image; that of warm colours, cute dogs and hip people who could totally be me. Their new image – one of obnoxious bright yellow, sloppy sketches and scruffy dogs/people – is highly distasteful to me.
I suppose the bottom line is really the cell service, and it remains to be seen whether this new cheaper Fido will cut back on the quality of service I receive from them. If it gets bad, I will bail and go elsewhere.
In the meantime though, if anyone asks, I’m with Sprint.
