In 2014, our client, a leading telecommunications and technology provider, was seeking to improve their brand performance. Our client had won market share from broadcast and cable competitors, yet the brand suffered from low consumer affinity and pockets of resentment. Despite the importance of its services to customers, the brand was still perceived more as a utility than as a provider of media, a promoter of technology, or a curator of experience.
Having worked with the client for over five years, CMG had developed a reputation for penetrating strategic thinking. The client sponsor, then VP of Brand Development, and his manager, SVP of Marketing Communications, were confident that CMG could bring the intellectual rigor that Comcast needed to develop a truly compelling and unique brand strategy.
In June 2014, our client engaged us to develop a higher-order brand strategy for their brand, centered on a unifying purpose, a core customer benefit, and an aspirational vision. Our scope of work involved four milestones:
- Describe a compelling and evolved brand position.
- Create a destination for the brand based on quantitative metrics and targets.
- Express the brand vision across multiple customer touchpoints.
- Provide a framework for brand ‐driven decision-making for the whole organization.