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How Sprint Shifted Brand Perception

"We changed our messaging. Instead of all of a sudden saying, ‘We are the best network,’ we took a much more humble approach of, ‘All networks are great. Why would you pay twice as much?’"

In 2014, Sprint was struggling with the weakest network, poor brand awareness, and substantial customer attrition. In 2015, a new CEO was brought in to turn around the company. He laid out a six pillar, multi-year plan. Sprint’s network went from worst to first—and now they had to convince customers.

In this short video, hear how Sprint, through the ultimate marketing coup, changed the conversation and drastically improved its brand perception.


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Industry: Communications Service Providers Solution Area: Customer Engagement

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