The following was posted almost 2 years ago. I wonder how much has changed at LIME since then. What do you think? Hope you can understand the Jamaican dialect.
It is Friday August 10. Penultimate day of competition at London Olympics 2012. We are all excited for Jamaica has already won 10 medals with 2 more in sight. Time to glean new insights from the greatest philosophers in the land of 1, 2, 3.
“Let schoolmasters puzzle their brain with grammar and nonsense and learning, good liquor I stoutly maintain gives genius a better discerning.” But that was before GCT on white rum. Big up the Jamaican Barber!
The shop is busy. There are 5 chairs, all occupied, and three of us waiting. And watching CVM TV carrying live coverage of Olympics, sponsored by our friends at LIME. Victims and philosophers are having fun prophesying Ja’s 4 x 100 men’s relay team will bust that 36 sec. barrier tomorrow. Great time for quick research!
How many of you gentlemen have a LIME phone. Silence. A pin drops. Someone hears and picks it up.
How many of you having watched Olympics coverage sponsored by LIME are considering switching to that network? A murmur begins. One friend says he’s switching because LIME is now cheaper. Pure economics. Nothing to do with Olympics coverage. Jus’ business, man. Price!
How many of you think LIME has a better network? The pace picks up. Most agree LIME is superior. One philosopher (Barber Chris) enquires why aren’t more of you switching if LIME is better?
Bwoy… is just a vibes, chimes philosopher Shaw. An’ LIME nah seh nuttin. Yeah, come to think of it… why? Is jus a vibes! Yeah… fi real… is jus’ a vibes. An’ dem saaf. Mi nuh know why… But me will keep my Digicel.
Ries & Trout were correct. Marketing is a battle for the mind. And marketers should remember that brand awareness doesn’t count for much. We’re all aware of LIME. But it’s brand preference that counts. Ask Digicel. We prefer. They count. In US$ x millions!
LIME is against the ropes, but fighting back. Time to revisit the brand strategy. And give the brand a new footprint.