GLOBAL 2016: Sustained success requires broader brand perspective
Established Telco brands were founded on engineering expertise. These brands still seek differentiation via functional benefits - high Internet speed, coverage, data – meaning they remain focused inwards on their immediate businesses or category. They’re missing the opportunity to play a more meaningful role in people’s lives. The brands that can look forward, recognize the industry is expanding to include Facebook, Google or other technology companies, and seek to stand out amongst these brands on an emotional level, will win.