How to teach an old brand new tricks.

First, honor your legacy.

Spectrum’s beliefs and commitment had been consistent for decades. They solved customers’ real-life problems with advanced technology. But with disparate product groups and messages, they knew they needed to combine multiple campaigns and products under one marketing banner.

Find the link.

Internet. Mobile. Home. Business. It didn’t take a genius to realize they all have one core feature in common: people. Revealing just what Spectrum meant to customers would be the strategic focus. Working sessions with senior management helped us uncover the breakthrough idea. Spectrum was delivering what it had always delivered: Life Unlimited.

And deliver the answer.

The line led to a brand manifesto, which led to a brand campaign for this deceptively simple new message. Promotions embraced it. New products could use it as a north star. Millions of customers saw a new consistency. And employees had a single belief to rally behind. It’s early days, but the launch ads are driving brand impression, consideration, and action beyond benchmarks, which gives us great hope for long-term KPIs.