Business
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