Agency: Taxi, Toronto | Authors: Terry Drummond and Donna McCarthy |
SUSTAINED SUCCESS GOLD SERVICES GENERAL GOLD
Telus Mobility
Clearnet PCS
Executive Summary
Sustained Success: Keep it Familiar but Fresh
This is the story of a business built almost entirely on distinctive and consistent branded communication in a sector where pricing and promotion were the competitive weapons of choice.
In the Fall of 1997, Clearnet PCS was launched as the 4th player in the highly competitive Canadian wireless services market. It faced entrenched, widely recognized brands with much deeper pockets and much wider penetration. Despite the odds, it was the...