Orange has launched its new tag line in Kenya to set itself apart as the pioneer of the digital future in the country. “Today changes with Orange” was birthed from the spirit that the company has adopted of changing the lives of all those who are part of the Orange family.

“Our staff works hard every day to improve the lives of all our customers. These committed people are our brand ambassadors who strive to show that each new day must have a significant contribution from Orange, more so from the very basic inter personal interactions at the counter and via telephone,” said the company’s CEO, Mickael Ghossein.

Orange’s new tagline will seek to highlight the commercial and institutional initiatives, large or small, which are changing the lives of its clients and all those who interact with the brand on a daily basis. Moreover, the tagline is set to represent the change that the company seeks to inspire in its staff, and more generally the change as a whole as the company evolves.

“This new communications platform will pay tribute to the men and women of Orange, who represent the company’s true resources,” said Ghossein, reiterating that the new approach was an accurate reflection of the company’s strategy, of serving Orange’s business interests as well as rallying its staff to break down the employee – client barrier, with the aim of adopting a more human, simple yet concrete tone.

The underlying long term goal of the rebrand is geared towards customer retention.

“As the market matures, it will not only be an issue of acquiring customers but keeping them with us by helping them discover new uses of technology,” he explained adding that to make the brand a favorite in the market, there will be need of fine tuning the company’s communicative approach to be recognized as a more human brand that is represented by real people who are full of innovative ideas and most importantly people who are close to their clients.

“Our staff will be pioneer digital coaches to our customers as they seek to emphasize the benefits of our products and services in our customers’ daily activities,” said Ghossein.

“From the simplest text message to tele-working solutions, digital technology is fast transforming how we live each day. As a leader in the telecommunications sector, it is the role of Orange to bolster the accessibility of technology to Kenyans, in order to make everyday life easier for as many people as possible,” he added.

This new tag line will see the exit of the company’s previous tagline “together we can do more.”

“Together we can do more helped Orange promote the benefits of the internet. Despite the change in the tagline, we still hold dear the value of collective action for everyone’s benefit,” concluded Ghossein.