NORTHERN PLANNER

I really liked a positioning for a cable/broadband company I’ve seen in press a few times. It was all about going the extra mile, which is a bit generic, but expressing it as ‘If you can you should’ makes it brilliant for me. I thought it was Cable and Wireless. So far so good.

But when I went on the web to look at Cable and Wireless’ site, the connection wasn’t there. So I looked at NTL and Telewest to make sure I hadn’t made a mistake. Nothing there either. And to be honest, it was hard to tell them apart anyway. Only Telewest had some art direction that was consistent accross ads and online.

The broadband market, and I’m looking at the moment, is so competitive that Sky are willing to give it away for free, but there seems little differentiation amongst the biggest players? What’s up with that? One has a great positioning but I can’t find it online – did I imagine it or is their marketing that disjointed?

Looks like I’ll be going with Sky – I’ve already got the digital. No one else seems to be able to give me anything to trust at the point of purchase.