Trends Report

Telecom Brands Are Not Connecting

Technographics® TRUE Brand Compass: Telecom

April 14th, 2015
James McQuivey, PhD, VP, Research Director
James McQuivey, PhD VP, Research Director
With contributors:
Reineke Reitsma , Elizabeth Perez

Summary

Customers' dissatisfaction with telecom providers is well documented. These firms are known for frustrating customers with confusing programming bundles, poor customer service, and opaque pricing. But they can no longer rest on their monopoly positions: US telcos face disruption from Netflix, Skype, Sling TV, and Vonage, which together threaten to change every facet of the telco business. To survive, telcos need to generate innovative products. The telco CMOs have the responsibility to build resonant brand experiences around products that can win, serve, and retain customers. Forrester's research proves that being trusted, remarkable, unmistakable, and essential (TRUE) drives brand resonance by securing consumers' brand preference, referral, and pricing power. This report shows CMOs Forrester's TRUE brand compass results for 10 telecom brands and analyzes which dimensions of a TRUE brand are important drivers of a resonant telecom brand.

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