Redefining Value: The Strategic Vision Behind Verizon’s Total Wireless with CMO Cheryl Gresham and CRO David Kim
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Cheryl and David explore the innovative strategies behind Verizon Value's rebranding to Total Wireless, the company’s commitment to providing affordable, high-quality wireless services, and its plans to maintain a competitive edge.
“We did a lot of research about how to fit in the best way and complement and add to the communities. I think you're going to be pleasantly surprised at how Total Wireless is going to show up.” - Cheryl Gresham
Verizon Value, a leader in wireless communication, is renowned for its robust network and innovative consumer solutions. With the recent rebranding of its value segment to Total Wireless, Verizon is poised to better serve the needs of budget-conscious consumers while maintaining top-tier service quality. This episode features an engaging conversation with Cheryl Gresham, CMO, and David Kim, CRO at Verizon Value, who discuss the strategic vision behind the rebrand, the significance of 5G technology, and the company's efforts to foster strong connections with diverse communities. Discover how Verizon Value is staying ahead in a competitive market by prioritizing customer experience and innovation.
Cheryl brings extensive marketing expertise to Verizon Value, where she has served as CMO since 2021. With a proven track record of driving brand growth and innovation, Cheryl previously held key marketing roles at industry giants such as Taco Bell and McDonald's. David Kim, CRO at Verizon Value since March 2023, has dedicated his career to the wireless industry, working with top brands like Boost Mobile and T-Mobile. Together, Cheryl and David bring a wealth of experience and strategic insight to Verizon Value's mission of delivering high-quality, affordable wireless services to a diverse consumer base.
Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:
Broadening Horizons with Verizon Value - Verizon’s acquisition of TrackPhone, including brands like Straight Talk and Visible, has significantly expanded its market reach. This integration allows Verizon to cater more effectively to value-focused consumers by offering a diverse array of services. By seamlessly integrating these brands, Verizon can provide tailored solutions to a broader audience, proving that thoughtful acquisitions and integrations are essential for diversifying offerings and strengthening market presence.
Unveiling Total Wireless - The rebranding of Total by Verizon to Total Wireless marks a significant shift towards a more consumer-centric approach. With a fresh look and compelling new value propositions, this rebrand aims to disrupt the market and deliver superior options to value-conscious consumers. Cheryl underscores the importance of brands continually reassessing and revitalizing their offerings to stay relevant in a competitive landscape. Total Wireless is set to redefine the standard for value-focused wireless services, demonstrating that innovation and consumer insight are key to market disruption.
Listening to Consumers - Listening to consumer feedback is crucial for developing products and services that truly resonate. David explains how Verizon Value’s proactive strategy—engaging directly with customers in stores—uncovered essential insights into their pain points and preferences. This hands-on engagement led to the creation of a compelling value proposition with consistent pricing and enhanced data speeds. The lesson is clear: actively seeking and incorporating customer feedback can drive meaningful innovation and boost satisfaction.
Deepening Community Engagement - Verizon Value’s commitment to serving Latino and urban communities is highlighted through its strategic approach. David outlines how deeply integrating into these communities and understanding their unique needs has led to tailored value propositions, such as international calling plans and family packages. This is about more than just offering services—it’s about building relationships. Verizon Value’s strategy demonstrates that being an integral part of the community strengthens ties and reinforces brand loyalty and trust.
Simplifying Consumer Experiences - Simplifying the customer experience, especially for older generations who might struggle with modern technology, is a priority for Verizon Value. The company is dedicated to making content and services more accessible and user-friendly. This effort is part of a broader initiative to bridge the digital divide and ensure everyone, regardless of tech-savviness, can benefit from modern technology advancements. By streamlining processes and offering straightforward solutions, Verizon Value empowers consumers to fully engage with the digital world. This commitment to simplicity enhances user satisfaction and fosters inclusivity, allowing a broader audience to stay connected and informed.
Listen to Cheryl and David on The Speed of Culture podcast and gain insights into strategic rebranding, consumer engagement, and driving innovation in the wireless industry.
