Orange Rebrands Customers as ‘Partners’

France Telecom’s consumer arm, Orange, has rebranded itself and its customers as partners with a new tagline, “together we can do more.”  In other words, instead of being a telecommunications provider, Orange is now just another partner in the digital world who is just as responsible for problems as customers are since they’re partners, too.

Forget customer service and customer expectations of being valued.  As far as Orange is concerned, customers are equal to all of its digital ‘partners’. 

Can you tell I don’t like this rebranding?  What do you think?  Is it fair to call your relationship with your customers a partnership?  Or should the company take more responsibility for meeting and beating customer needs?  After all, customers are paying.  Don’t they deserve more?

Image: Orange.com