Verizon challenged Visible to innovate within an industry where they’re already leading and continue to do new things--but in a brand and in a company that it could fully own and operate outside of Verizon itself.

 

Which led to the first all-digital phone service provider in the U.S. and its scrappy, startup-like branding strategy.

 

On this episode, I got to speak with Beth Veen, Head of Brand Strategy for Visible. 

 

What we talked about:

• The need for a sub-brand
• Identifying the target audience
• Why they didn’t advertise for 4 months
• 404 Store Not Found
• Building deep relationships with partners