BT brand saved as new boss overhauls telecoms giant

BT brand saved as new boss overhauls telecoms giant

Allison Kirkby shelves plans to ditch historic brand over fears of alienating older customers

Strategic Shift as BT No Longer Being Ditched as UK Consumer Brand

Broadband and telecoms giant BT appears to have confirmed that their strategy of turning EE into the group’s “flagship brand for our consumer customers”, which was eventually expected to result in the BT brand focusing more on business customers, will no longer result in the original brand being retired for consumer products. Just to recap. Back in April 2022 the BT Group announced a significant and surprising change in their branding strategy (…