T-Mobile transforms its brand - and revolutionises an industry

This event report tells the story of how T-Mobile, the telecoms brand, transformed its position in the US by becoming the "Uncarrier", and taking on the established category norms disliked by consumers.

T-Mobile transforms its brand – and revolutionises an industry

Stephen WhitesideWarc

In 2012, T-Mobile set a record for the US wireless industry.

Unfortunately for the company, this distinction was a dubious one, as it related to losing the highest amount of customers in a single year – some 4.5 million subscribers.

Fast-forward to September 2014, and the Bellvue, Washington-based enterprise was enjoying the best trading month in its history even as it consolidated its status as the fastest-growing mobile telecoms brand in America.

As Mike Sievert – its evp/chief marketing officer – was eager to point out when...

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