INDUSTRY:
Telco
ROLE:
Strategy Director, VSA Partners
YEARS:
2018 - 2019
about.
By mid 2018 T-Mobile’s Un-carrier play was reshaping the market and driving double digit subscriber growth. AT&T needed a consumer value proposition that would feel relevant, differentiated, and inspiring enough to drive switching behavior, secure loyalty among existing subscribers, and guide every part of the consumer business.
challenge.
How do you create love for a category that, when working, is completely invisible? I led a cross-disciplinary team of strategists, researchers, analysts, and creatives through a six-month sprint that combined social listening, audits of existing brand health data, and a large scale quantiative study with stakeholder interviews and customer co-creation labs in Chicago, Los Angeles, and Seattle.
We built and pressure-tested four brand territories with consumers, then refined them into a consumer value proposition supported by experience principles, messaging pillars, and a playbook that could guide every part of the consumer business.
result.
The work culminated in a strong, competitive, and future proofed positioning for AT&T’s consumer business, presented to the Board for approval. It directly informed the launch of the AT&T Guarantee platform and the expansion of programs like white glove setup services and extending promotional deals to existing customers, a sharp contrast to the industry’s “new customer only” norm. AT&T committed more than $1B to initiatives aligned to the new positioning, and by Q4 2021 the company had reversed a period of decline with revenue up 5.1 percent year over year, driven by mobility subscriber growth.
market feedback.
We think that AT&T will continue to grow its subscribers and benefit from customers upgrading to higher-value wireless plans.
Dave Heger
Senior Analyst, Edward Jones
