MARKETING EXEC WANTS TO SHIFT VERIZON'S TRANSACTIONAL IMAGE INTO ONE MORE TIED TO PEOPLE'S LIVES
AppleMagazine|August 30, 2024
Verizon Communications has long enjoyed its position as the leading provider of mobile services in the U.S. But a new trend of price-conscious customers holding onto their old phones has hurt the bottom line for telecom companies seeking to capitalize off the sale of new mobile phone lines.
MARKETING EXEC WANTS TO SHIFT VERIZON'S TRANSACTIONAL IMAGE INTO ONE MORE TIED TO PEOPLE'S LIVES

Enter Verizon Chief Marketing Officer Leslie Berland, who joined the telecom giant in January. She was Twitter’s first chief marketing officer nearly a decade ago and spent about a year at Peloton after leaving the social media platform in 2022. She started at Verizon in January and announced the company’s first rebrand in nine years, including a bold update to the iconic checkmark logo.

The rebrand has been paired with fresh promotion of Verizon’s myPlan platform, which allows customers to pick and pay for select services. Verizon also announced a partnerships with streaming services — such as Netflix and Disney — to offer promotional bundles.

Berland spoke about the strategy behind the rebrand, and why it was necessary to keep the company growing. The transcript has been edited for length and clarity.

WHAT COMPELLED VERIZON TO REBRAND NOW?

Verizon is an extremely known brand in this country. I think it’s about 99% awareness. And what the research will show you is that we are seen as a respected, trusted, reliable brand and company. And that is a dream state for any company, big or small, right?

Bu hikaye AppleMagazine dergisinin August 30, 2024 sayısından alınmıştır.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

Bu hikaye AppleMagazine dergisinin August 30, 2024 sayısından alınmıştır.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

APPLEMAGAZINE DERGISINDEN DAHA FAZLA HIKAYETümünü görüntüle
AUSTRALIA SHOULD DELAY SOCIAL MEDIA BAN FOR CHILDREN UNDER 16, BIG TECH SAYS
AppleMagazine

AUSTRALIA SHOULD DELAY SOCIAL MEDIA BAN FOR CHILDREN UNDER 16, BIG TECH SAYS

An advocate for major social media platforms told an Australian Senate committee that laws to ban children younger than 16 from the sites should be delayed until next year at least instead of being rushed through the Parliament.

time-read
2 dak  |
November 29, 2024
APPLE AND GOOGLE FACE UK INVESTIGATION INTO MOBILE BROWSER DOMINANCE
AppleMagazine

APPLE AND GOOGLE FACE UK INVESTIGATION INTO MOBILE BROWSER DOMINANCE

Apple and Google aren’t giving consumers a genuine choice of mobile web browsers, a British watchdog said in a report that recommends they face an investigation under new U.K. digital rules taking effect next year.

time-read
1 min  |
November 29, 2024
THE PSYCHOLOGY OF RETIREMENT INCOME: FROM SAVING TO SPENDING
AppleMagazine

THE PSYCHOLOGY OF RETIREMENT INCOME: FROM SAVING TO SPENDING

The narrative of a miserly, Scrooge-like figure hoarding his wealth for years instead of enjoying his retirement might seem unbelievable—but unfortunately, it isn’t relegated only to fiction. It’s a cold reality for many retirees.

time-read
2 dak  |
November 29, 2024
'BUY NOW, PAY LATER' IS MORE POPULAR THAN EVER. IT CAN COST MORE THAN YOU THINK
AppleMagazine

'BUY NOW, PAY LATER' IS MORE POPULAR THAN EVER. IT CAN COST MORE THAN YOU THINK

More shoppers than ever are on track to use ‘buy now, pay later’ plans this holiday season, as the ability to spread out payments looks attractive at a time when Americans still feel the lingering effect of inflation and already have record-high credit card debt.

time-read
2 dak  |
November 29, 2024
DIRECTV CALLS OFF ACQUISITION OF RIVAL DISH.POSSIBLY ENDING A YEARSLONG PURSUIT
AppleMagazine

DIRECTV CALLS OFF ACQUISITION OF RIVAL DISH.POSSIBLY ENDING A YEARSLONG PURSUIT

DirecTV is calling off its planned acquisition of rival Dish after the offer was rejected by bond holders at that company.

time-read
1 min  |
November 29, 2024
IS 'GLICKED' THE NEW 'BARBENHEIMER'? 'WICKED' AND 'GLADIATOR II' COLLIDE IN THEATERS
AppleMagazine

IS 'GLICKED' THE NEW 'BARBENHEIMER'? 'WICKED' AND 'GLADIATOR II' COLLIDE IN THEATERS

“Barbenheimer” was a phenomenon impossible to manufacture. But, more than a year later, that hasn’t stopped people from trying to make “Glicked” — or even “Babyratu” — happen.

time-read
4 dak  |
November 29, 2024
WHAT YOU NEED TO KNOW ABOUT THE PROPOSED MEASURES DESIGNED TO CURB GOOGLE'S SEARCH MONOPOLY
AppleMagazine

WHAT YOU NEED TO KNOW ABOUT THE PROPOSED MEASURES DESIGNED TO CURB GOOGLE'S SEARCH MONOPOLY

U.S. regulators are proposing aggressive measures to restore competition to the online search market after a federal judge ruled Google maintained an illegal monopoly for the last decade.

time-read
3 dak  |
November 29, 2024
ELECTRIC CAR SALES ARE SLOWING IN THE US AND EUROPE AS BOTH FANS AND SKEPTICS SHARE CONCERNS
AppleMagazine

ELECTRIC CAR SALES ARE SLOWING IN THE US AND EUROPE AS BOTH FANS AND SKEPTICS SHARE CONCERNS

While sales of electric vehicles surge in China, adoption of more environmentally friendly vehicles is stumbling in the United States and Europe as carmakers and governments struggle to meet years-old promises about affordability and charging stations.

time-read
5 dak  |
November 29, 2024
IT'S ALMOST TIME FOR SPOTIFY WRAPPED.WHEN CAN YOU EXPECT YOUR 2024 RECAP?
AppleMagazine

IT'S ALMOST TIME FOR SPOTIFY WRAPPED.WHEN CAN YOU EXPECT YOUR 2024 RECAP?

It’s almost that time of year: Spotify is gearing up to release its annual Wrapped, personalized recaps of users’ listening habits and year in audio.

time-read
2 dak  |
November 29, 2024
RANSOMWARE ATTACK ON SOFTWARE SUPPLIER DISRUPTS OPERATIONS FOR STARBUCKS AND OTHER RETAILERS
AppleMagazine

RANSOMWARE ATTACK ON SOFTWARE SUPPLIER DISRUPTS OPERATIONS FOR STARBUCKS AND OTHER RETAILERS

A ransomware attack that hit a major software provider last week caused disruptions for a handful of companies over recent days, from Starbucks to U.K. grocery giant Morrisons.

time-read
1 min  |
November 29, 2024