Altice Unveils Unified Global Brand, Strategy

Altice founder Patrick Drahi Getty - H 2016
Courtesy of Getty Images

The telecom giant previously acquired U.S. cable operators Cablevision and Suddenlink and also owns the likes of SFR in France.

European and U.S. cable and telecom giant Altice on Tuesday unveiled a new unified global strategy designed to transform it from a holding company with a collection of different brands into a worldwide player using a single brand.

The firm's Altice USA unit operates the former Cablevision and also controls smaller cable operator Suddenlink. Among other assets, the company owns SFR in France. Overall, it serves more than 50 million customers around the world.

The company, founded and controlled by Patrick Drahi, will now start using the single brand Altice, saying that it "reflects the international and digital nature of its business while reinforcing Altice’s multi-local knowledge and experiences."

In support of the branding change, Altice has worked with Publicis Groupe and the U.S. unit of design agency Turner Duckworth to create a new brand campaign, corporate identity and logo. "With one common brand, Altice will be in a position to create a unique, seamless and simplified experience for customers in a world where consumers are surrounded by global brands," the company said.

Its new logo is a path. "It is open and free of any borders or background, intended to represent Altice’s timeless aspirations to continuously innovate and reinvent the future to meet customers’ evolving needs," the firm said. The company also unveiled its new tagline, "Together Has No Limits."

Altice will be in a position to create a unique, seamless and simplified experience for customers in a world where consumers are surrounded by global brands.

The Altice brand and logo will replace the current brands at each of Altice’s operating companies by the end of the second quarter of 2018. 

"Altice is today entering a new era, following its transformation into a global leader in telecoms, content and advertising," said CEO Michel Combes. "Operating as one unified organization, Altice will reinvent the future of the customer experience through an enduring commitment to deliver innovative, best-in-class products and services that unlock the limitless potential of our customers and our people."

Dexter Goei, chairman and CEO of Altice USA, added: “Altice has a global vision, a clear strategy and a track record of success, and Altice USA is pleased to stand together with its colleagues around the world under one common brand.” Altice USA has filed for an initial public offering, which is expected to happen later this year.

Patrick Drahi shared the news of the unified brand with Altice employees globally from New York. 

“Together Has No Limits has more a social purpose than merely a commercial one,” Drahi told employees. “Man/Woman – Left/Right – North/South – East/West – Faithful/Agnostic – Progressive/Conservative – the world is now split into as many clusters as there are individualities.”

He added: “The error of convergence so far has been to focus on the delivery of individual communication platforms and it has created human siloes with the people it intended to connect… We are here to deliver networks, services, media, content and advertising that embrace our differences not to make solitude easier, but collaboration and sharing more important than ever.”