Avaya takes the....

Dave examines the comms vendor's bonzer new branding exercise. Expect toilet humour.

Ooh, there are few things I love more than a good "corporate branding initiative". So imagine my unbridled delight when, earlier this month, Avaya formally took the wraps off its latest one.

Alas, on first inspection, I came to the conclusion that ‘Avaya. The Power of We' was truly, utterly, monumentally, heroically awful, awful, awful. And then I said it out loud, and realised it was even worse than I first thought.

Now, it would be easy to take cheap shots and, dear reader, if you've come here expecting vulgar puerility then urine the wrong place. I really don't have the time for such piddling matters.

So let's allow Avaya CEO Kevin Kennedy present the case for the defence. And the comms chief has clearly been studying the good work of the Ronseal man.

"A lot of companies are talking about collaboration, but they're short on specifics," he said.

Which is why, we can assume, the channel's most no-nonsense operator has cast out wishy-washyness with a strategy as straight down the line as ‘The Power of We'. Bosh.

So, maybe it's not as bad as I first assumed, but I still don't think it's a patch on my slogan to drum up sales for our new IT disposal service.

‘Dodgi Recycling - because there's nothing like a massive dump.'