The T-Mobile Case Study Revisited

Chapter Three: Principle 2—To Be Compelling Requires a Strategic Point of View

Hey Friends,

It’s great to be back writing again. For today’s installment, I’d like to revisit the T-Mobile story. You remember the Uncarrier campaign. It was incredibly successful and a great example of brand strategy. But the question is, did the brand strategy create the promise and the experience deliver? Or was there something else going on.

I argue…