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Six “positioning videos” were ultimately tested with 1,000+ consumers in a unique quantitative study, using qualitative stimuli. The strategic concepts were reviewed and ranked by demanding and cynical customers who challenged how Sprint would be able to deliver against these promises. Finally, one idea rose above the others. An idea that customers valued and said would make Sprint stand apart. An idea that built upon Sprint’s heritage, but could be adapted for the future across every aspect of their business – from technology and product development, to customer satisfaction and service plans. An idea that is core to the Sprint brand, yet can be extended in unique and compelling directions. |
| SALT’s approach to brand strategy is to make a positioning tangible – to develop big ideas that can be both inspirational and actionable. Brands live in the real world, not on pieces of paper. |
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