Is Your Brand Working Hard Enough? How to Define and Deploy Your Brand for Maximum Impact.

You’ve invested in your fiber network and your products. But, have you invested enough in your brand? By investing, we mean more than the funds required to drive sufficient awareness, consideration, preference and demand. We also mean the time, the energy and the resources needed to ensure that your target segments are well understood, your value proposition is compelling, your messages are differentiated and that the underlying proof points are rock-solid. If these brand building blocks are sub-optimized, not only will your brand suffer but so will your sales. Approach marketing with the same precision, rigor and discipline you apply to your engineering. In other parts of your life, how have brands earned your admiration, trust and loyalty? It was no accident. It began with research. Learning about you: your attitudes, your behaviors. In this business, it’s no different. It takes a deep understanding of the market, the segments and the prospective customers. While fiber deep will be a key topic in other sessions, “customer deep” will the focus here.