Summary
The tone (and cost) of this campaign seems completely over-the-top -- why all the negative energy Verizon?
Analysis
From a branding perspective this is not the easy-breezy and likeable “can you hear me now?” personality of Verizon we know and love and that the company has worked so hard to build to help get them to #1.
Much of the advertising in this campaign appears to be talking to just iPhone owners and users – while the iPhone has been hugely successful, that’s a relatively narrow market to target, if you're going for world (or U.S.) domination. And even more extreme, the campaign seems to target dissatisfied iPhone owners and users. That is really narrow - the iPhone has the highest customer satisfaction scores of all smartphones - millions of iPhone users love their iPhones, and there's nothing wrong with that.
Yes, there's frustration with AT&T’s service, and some of the campaign attacks that but most of the anger in this campaign seems to be (mis)directed at the iPhone hardware and app approach.
Can't I love my iPhone but still decide to switch to Verizon because it’s coverage is so much better and they finally have some cooler (but still no uber-cool) smartphone handsets to choose from?
Yes, there's frustration with AT&T’s service, and some of the campaign attacks that but most of the anger in this campaign seems to be (mis)directed at the iPhone hardware and app approach.
Can't I love my iPhone but still decide to switch to Verizon because it’s coverage is so much better and they finally have some cooler (but still no uber-cool) smartphone handsets to choose from?
And, there are 89 million Verizon subscribers that don’t have access to the iPhone, but do have access to the Droid. Why not sell the positive merits of the Droid to them? That should be a super easy sale, right? $100 million? Really?
While this article doesn’t break it out, I would like to know how the $100 million is being split between Verizon and Motorola, Inc. I can only hope-guess that Motorola was the driver of this over-the-top, in-your-face, over-compensating, insecure-macho tone, and this is not going to be Verizon’s new direction with their brand or marketing.
While this article doesn’t break it out, I would like to know how the $100 million is being split between Verizon and Motorola, Inc. I can only hope-guess that Motorola was the driver of this over-the-top, in-your-face, over-compensating, insecure-macho tone, and this is not going to be Verizon’s new direction with their brand or marketing.
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