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GLOBAL 2016: Clearer brand communication strengthens loyalty

The introduction of 5G will challenge the telecom brands to explain the benefits to consumers who will probably be confused about the advantages of 5G over 4G. The telecom brands will also need to do a better job of explaining the Internet of Things. Consumers and enterprise clients will want to know specifics about how it will improve their lives, and why to select one carrier over another. The Internet of Things will create stickiness. And it will be difficult to dislodge a brand from a household or business unless it really messes up. 

Marvin Singleton
Executive Vice President / General Manager
Hill+Knowlton Strategies