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Last updated on April 17, 2014 at 21:23 EDT

Prophet a Secret Ingredient in T-Mobile’s Bold Un-carrier Campaigns

July 10, 2013

SAN FRANCISCO, July 10, 2013 /PRNewswire/ — Prophet, a strategic brand and marketing consultancy, revealed today that it has provided pivotal insight and strategic counsel advising the bold “Un-carrier” moves announced by T-Mobile US, Inc.

Prophet tapped its deep expertise in brand strategy and analytical chops to supplement T-Mobile’s own efforts aimed at addressing customer frustration with the unnecessary cost and complexity of wireless.

T-Mobile shook up the industry in March when it unveiled several bold moves, including tossing the requirement for customers to sign annual service contracts, going to totally unlimited talk, text and Web and announcing an aggressive device pricing strategy. It carried that effort forward today with its boldest moves yet.

“As a challenger brand, T-Mobile has tremendous potential to redefine the wireless category and do what the other carriers do not: put the customers’ needs ahead of business-as-usual,” said Michael Dunn, chairman and CEO of Prophet. “T-Mobile is charting a new course in wireless, with a disruptive, customer-led growth strategy.”

Prophet helped T-Mobile conduct extensive market research that identified ways in which the brand could inspire, influence and compel consumers to act. Prophet’s research and counsel helped T-Mobile confirm a core tenet of its Un-carrier campaign: consumers are generally fed up with what they saw as wireless carrier apathy toward their needs. The resulting T-Mobile campaign differentiated the company from its competitors by emphasizing simplicity, fairness and value.

Prophet also helped T-Mobile carry its Un-carrier efforts forward through an activation plan that included customer experience design and a development and measurement system to track progress and inform performance targets.

Since the Un-carrier launch in March, T-Mobile has steadily brought this strategy to life at every brand touchpoint. The comprehensive brand program extends from positioning, messaging and communications to customer experience and employee engagement.

“The Un-carrier vision is landing extremely well with customers, and Prophet played an important role in making that happen,” said Andrew Sherrard, senior vice president of marketing at T-Mobile. “I really appreciate the focus, leadership and strategic point of view that the Prophet team has provided over time.”

About Prophet

Prophet is a strategic brand and marketing consultancy with offices around the world. It helps companies win by delivering inspired and actionable ideas. Prophet has worked with leading brands such as BMW, Cisco, GE, Johnson & Johnson, McDonald’s, and Zurich Financial on a broad scope of projects in its areas of expertise: brand, marketing, innovation, design, digital and analytics.

Media contacts
Kathleen Hatfield khatfield@prophet.com +1 305 934 6696
Sally Hodge shodge@hodgemediastrategies.com +1 773 325 9282

SOURCE Prophet


Source: PR Newswire