By SHAWN CHEN
NEW YORK (AP) — Verizon Communications has long delightedin its position as the leading supplier of mobile services in the U.S. But a brand-new pattern of price-conscious consumers holding onto their old phones has hurt the bottom line for telecom business lookingfor to capitalize off the sale of brand-new mobile phone lines.
Enter Verizon Chief Marketing Officer Leslie Berland, who signedupwith the telecom giant in January. She was Twitter’s initially chief marketing officer almost a years ago and invested about a year at Peloton after leaving the social media platform in2022 She began at Verizon in January and revealed the business’s veryfirst rebrand in 9 years, consistingof a vibrant upgrade to the renowned checkmark logodesign.
The rebrand hasactually been combined with fresh promo of Verizon’s myPlan platform, which enables clients to choice and pay for choose services. Verizon likewise revealed a collaborations with streaming services — such as Netflix and Disney — to deal marketing packages.
Berland spoke to The Associated Press about the technique behind the rebrand, and why it was required to keep the business growing. The records hasactually been modified for length and clearness.
Question: What forced Verizon to rebrand now?
Answer: Verizon is an incredibly understood brandname in this nation. I believe it’s about 99% awareness. And what the researchstudy will program you is that we are seen as a appreciated, reliedon, dependable brandname and business. And that is a dream state for any business, huge or little, ideal?
But what we likewise discovered is that since so much of what Verizon does is undetectable. You wear’t see it and you puton’t feel it, (the service) simply works. And so what we saw in the