Branded...

I finally went to the Minnellium Dome last night...

Yes, I know, only eight years late, but nearly everything they planned for the minnellium was late. And still doesn't work. It's a British thing.

In those eight years, I've flown over it, driven under it, sailed past it, tubed through it, but never actually been in it.

It's bloody clever actually. On a very narrow peninsula they've managed to thread the Jubilee Line under the Blackwall Tunnels - that's four tunnels under the Thames in total - and construct this very iconic building on top. (Although I suppose it's not really a building - just a big tent - and the buildings underneath it are fairly ordinary.)



And, of course, for about the last seven years of the eight, no-one in their right mind wanted to go there because it was an ill-conceived, publicly-funded white elephant full of crap. It was all cultural - Mind Zone, Body Zone, Spiritual Zone - and no-one wanted to spend their "lee-zhure" time doing all that nonsense, even if it was inside a triumph of civil engineering...

So what happened?

Well, firstly, someone decided it would be better if it were full of things people actually wanted to do - shop, eat, go to cinema, see Bryan Adams in November (OK, not the last one...)

Secondly, someone else decided it would be good if people could actually get there, so they built the aforementioned tube line...

But most important, branding happened.

Someone, probably in what Eddie Izzard calls one of those "4 o'clock in the morning, stroky-beard meetings", came up with the ludicrous suggestion of calling it after a phone company.

O₂ is one of the most successful marketing exercises of all time. The phone company used to be BT Cellnet - deeply untrendy and lagging massively behind the likes of Orange and Vodafone. No clear identity and losing money and subscribers.

But now, the strength of the brand is overwhelming. It can be identified by the subtle blue fade of the corporate colour, the little subscript ₂, the bubbles, Sean Bean being all northern and reassuring on the ads, etc.



And now, not only has it made the Dome very cool and trendy, every person who goes there (23 000 watching Kylie last night, not to mention all the people eating and drinking and watching films) gets the brand lasered right through their eyeballs into their brains at every available opportunity.

The branding is so successful that The O₂ is the only fully commercial organisation to have what is effectively a free advert on that other icon, the tube map...



Now that is bloody clever...