Here’s a bit of interesting news — the iPhone has helped AT&T sign up more than 1 million new customers in the past quarter. Reports in the NY Times have AT&T thanking the iPhone for keeping their profits from falling further.
Not bad for a company that is often credited with having the worst data network in the country!
On the other hand, it’s getting rather difficult to avoid the one note “Reliable” advertising of Verizon Wireless. America’s most reliable advertising campaign? The attribute focused advertising is not having the same draw as the beauty and status of a phone with great apps.
This is a case of “Positioning” vs. “Product” — and a product that has a wonderful image from a brand with a wonderful image. Beats positioning every time. It’s time for Verizon Wireless to re-invent their marketing campaign based on stronger insights into their audiences. That will mean going beyond the typical market research and typical new ad campaign. In the long run it will be more effective and save money.
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