Company: Charter Communications Inc.
Brand Value: $41,239 Million
Headquarters: Stamford, CT
Category: Telecom Providers
Year formed: 1993
Spectrum is the brand under which parent company Charter Communications provides broadband, cable, HDTV, wireless and wireline internet, and home security services to 26 million customers in 41 states. It the country’s second-largest cable services brand by number of subscribers. Spectrum typically differentiates itself from its competitors by offering all-in-one packages and highlighting the absence of certain channels in its competitors’ lineups. It is emphasizing that positioning through its “TV That’s Missing Stuff Is Evil” campaign. Currently, the brand is trying to convert customers to more expensive and more comprehensive packages and is willing to see some of them leave as an expected cost of moving to a more premium positioning. Spectrum lost 90,000 residential TV subscribers in Q2 2017, while gaining 231,000 Internet and 14,000 phone customers. Overall, revenue growth is up 4% as of Q1 2017.