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SALT considered many strategic ideas, ultimately presenting seven positioning concepts to Sprint. But we didn’t present just words on paper. SALT has developed a unique process that leverages “positioning videos” – 90-second QuickTime movies that include imagery, voice, music, and text that not only define a strategic concept; but give it personality and context, so clients can better evaluate strategic options. The positioning videos ranged from safe and stable brand evolutions, to challenging and radical brand revolutions – and SALT identified the business operations required to turn each strategic idea into a branded customer experience. |
| Creating an emotional connection with the brand is key to help customers think about their phone service as more than just monthly bill, or a thousand extra minutes … But businesses have to be able to deliver branded experiences, not just branded communications. |
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