CWC outlines new brand strategy

7 May 2015

Following the completion of the merger of Cable & Wireless Communications (CWC) and Columbus International on 31 March 2015, the former has announced new corporate and consumer-facing brands for the combined entity. Saying the new branding strategy will be rolled out ‘in the coming months in markets where the necessary regulatory approvals have been obtained’, CWC has confirmed it will operate under the corporate banner C&W Communications. Meanwhile, a ‘refreshed’ Flow will be the unified consumer-facing brand throughout the Caribbean, replacing the current mix of LIME and Flow monikers that are currently employed by the enlarged group’s subsidiaries. Notably, however, it has confirmed that Mas Movil and BTC will be retained as the consumer-facing brands in Panama and The Bahamas, respectively.

Further, C&W Networks will be the brand representing the wholesale submarine and terrestrial fibre-optic cables of CWC and the former Columbus Networks/JVCO business, while C&W Business will be the business-facing brand across the whole group, replacing the former CWC Business Solutions, Columbus Business Solutions and Sonitel brands.

CWC has said it plans to formally launch the new brands on a phased, country-by-country basis, as new products and services are introduced.

Commenting on the plans, Phil Bentley, CEO of CWC noted: ‘This is the beginning of a new and exciting chapter for us. With feedback from our customers and team members, we have refined our portfolio of brands to ensure they really represent the strengths of the combined group.’