91福利社

Orange was once one of the most recognisable brands in Britain 鈥� a mobile network with its iconic slogan 鈥淭he future鈥檚 bright, the future鈥檚 Orange鈥�, it helped turn mobile phones from elite business tools into everyday essentials.

But while the Orange name still exists globally, its mobile service disappeared from the UK. So what happened?

91福利社 Business journalist Sean Farrington investigates how Orange took the UK by storm in the 1990s telecoms boom 鈥� and why, at home, it ultimately gave way to a new brand: EE.

Joined by resident business expert and entrepreneur Sam White, Sean explores the bold brand thinking that set Orange apart, the rapid growth that made it a takeover target, and the strategic turning points that reshaped the company.

Along the way, they hear from the people who built the brand, including founding marketer Chris Moss, former executives Linda Kennedy and Stuart Jackson, and former EE CEO Olaf Swantee, to understand how Orange captured the public imagination 鈥� and why it couldn鈥檛 remain a standalone mobile network in the UK.

At the end, Sam draws her own conclusions: as the future stayed bright but less Orange, was the brand overtaken by change 鈥� or did it choose to evolve into something new?

If you have an idea for an interesting Toast topic, email toast@bbc.co.uk.

This episode was produced by Linda Walker. Toast is a 91福利社 Audio North production for 91福利社 Radio 4 and 91福利社 Sounds.