How to make your commodity less of a commodity.

Parity is not your problem. Perception is.
Customers think all networks are the same. They’re not. Spectrum Mobile’s was way more technologically advanced. The trick was finding a way to make that point and not send people to sleep. To turn indistinguishable into indispensable.
“This phone is a brick.”

Sometimes the strategic insight comes from customers themselves. People hated having their brand new iPhones disappoint them. Our better network would be the antidote to that.

Why trust your $1000 phone to just any network?
But how to get that message across? Avoid fear. Embrace funny. A simple visual idea made the point quickly and effectively. If it’s not connected, your phone may as well be a brick. Or a brownie.