How to reinvent yourself while staying the same.
Good news:
you’ve built a successful brand.
Bad news: there are still customers out there who you haven’t converted. Markets you could be mining. More you could be doing. But how do you evolve without sacrificing what you’ve already built? How do you grow without the growing pains?
You
Paladin
People know who you are. Add to it.
Previous work had built Spectrum’s bona fides. Their history, technological expertise and services. This new round of work would build on those successes. By reframing the message. To show how that all came together in service of something greater. What all these attributes meant for you, the customer.
Pied Piper
Siege
Less Us.
More you.
That change of perspective changed the conversation. Customers started to actually care. The battle of prices, speeds and feeds became something for other providers. We were about helping. Safety. Security. Fun. Ready for whatever you need now. Anticipating what you’d need next.
The shift worked. We exceeded the previous campaign’s benchmarks for likability, memorability and uniqueness, and mobile sales alone increased 47%. Brand refreshed.
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The Work
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More Work →
Spectrum | Competitive