TELUS – A Decade of TELUS

This case study details a decade-long campaign by TELUS and Clearnet which sought to build a brand based on the consistent appeal to higher-value customers.
Agency: TAXI

TELUS – A Decade of TELUS

Gold: Sustained Success

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): October 1997-June 2007Start of Advertising/Communication Effort: October 1997Base Period for Comparison: Ongoing

Brand loyalty is the Holy Grail of marketing. Every year billions are invested to build the positive perceptions required for relationships between brands and consumers. The goal is long-term brand commitment, based largely on equity developed through marketing communications.

Ironically, our expectation of loyalty is frequently contradicted by our behaviour as marketers. Today's pre-occupation with quarterly returns to shareholders takes priority over long-term brand building efforts, and...

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