Trends Report

Wireless Brands Fail To Connect With Consumers

Technographics® TRUE Brand Compass: Wireless

January 8th, 2015
Tracy Stokes, null
Tracy Stokes
With contributors:
Reineke Reitsma , Roxana Strohmenger , Anjali Lai , Colin Campbell , Elizabeth Perez


Wireless brands have traditionally locked in customers with long contracts. But the market is changing as brands like T-Mobile blow up these traditional business models to put the control in the hands of the customer. This change will force CMOs of wireless brands to invest more in building a resonant brand that will win, serve, and retain customers, independent of lock-in contracts. Forrester' research proves that being trusted, remarkable, unmistakable, and essential (TRUE) drives brand resonance by securing consumer brand preference, referral, and pricing power. This report shows CMOs Forrester's TRUE brand compass results for 10 wireless brands and analyzes which dimensions of a TRUE brand are important drivers of a resonant wireless brand.

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