Slogan Doctor - O2: We're better, connected

The mobile operator's slogan puts a lots of pressure on that little comma...

by John Morrish
Last Updated: 09 Oct 2013
What a difference a single punctuation mark can make. Remove the comma from O2's slogan and you have a simple boast about its relationship with the world. Put the comma back in and everything changes. The 'we', which spoke only for O2, now refer to 'us'. We are all, it says, better - happier, more effective, less isolated - when we are connected, which here means joined by intimacy or shared purpose. It's almost a plea for social cohesion in a fragmented world and by implication an offer of help with achieving that. The slogan was devised by ad agency Vallance Carruthers Coleman Priest and introduced in 2008. It neatly expresses O2's 'brand belief' that 'a more connected world is a better world'. A more profitable world, too, if you are in the mobile phone business.

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