So Orange is laying to rest its famous advertising line "The future is bright, the future is Orange" after 14 years of loyal service. What can the company be thinking with adland gripped by a nostalgia-fest?
Take, as a taster, the move by Mars to bring back "Work, rest and play"; or BT's revival of Gremlins with Dragon's Den stalwart Peter Jones.
The line was introduced by ad agency WCRS for Orange in 1994 to launch the mobile phone brand into the UK market.
It was, at the time, roundly criticised - as are many new brand identities - as an irrelevant positioning because mobile companies had solid technology names like Cellnet.
However, the "future is Orange" has in the intervening years grown to be one of the most recognisable brands, and straplines, of modern times.
The only problem with dumping it is that, like the grandfather in the ads for Werther's Originals, Orange says that it "retired" the ad line a year ago.
"We have not used the strapline for over a year," said a spokesman for Orange. "There are no plans to bring it back from hibernation although the future is, of course, key for us."
Still, given the current fad for instant nostalgia for all things 1980s and 1990s, is this the right move?
Particularly if a recent ad for water brand Drench featuring Brains from the Thunderbirds dancing to 1990s classic "Rhythm is a Dancer" is a fair gauge of the public appetite for such things.
Heck, even Flake had a go making the "Only the crumbliest, flakiest chocolate" jingle cool again by having Joss Stone hum it in a studio.
For now we will have to wait until July 5, when Orange has a major summer brand campaign planned for launch, to see what the mobile operator plans to do for a new strapline.
