Okay, so if you have a brand (“Skype”) that has a tremendous amount of recognition, what makes you wake up one day and decide that you are going to change your main tag line from:

The whole world can talk for free

to… wait for it… yes… they actually do appear to be serious:

Take a deep breath

Huh?  Jaanus explains it a bit on the Share Skype blog and hints at a longer post to come about the whole brand transition.  I’ll have to say that will be interesting to read, because this move seems a bit puzzling.  I personally won’t miss the conversation bubbles (although their story is interesting), but the change in the tag line seems puzzling at best.  Obviously we have to stay tuned…