ORLANDO, FL: Verizon, the telecoms giant, is championing its premium credentials as it seeks to "transform" its brand and stand out in a crowded, competitive category.

Diego Scotti, the company's EVP/CMO, discussed this topic at the Association of National Advertisers' (ANA) 2016 Masters of Marketing Conference.

"At Verizon, we're in the middle of an on-going effort to transform our brand – a brand that is every external-facing piece of the organisation. And when it's set, it needs to have lasting power," he said.

Elaborating on this subject, Scotti revealed that Verizon has "committed substantial resources" to this initiative, and will place a particular emphasis on its unique brand proposition. (For more details, read Warc's exclusive report: Verizon's formula for successful marketing connections.)

"We are in probably one of the most competitive categories," he said. "We're focused on differentiation. We know that we are the premium brand. We have to behave as the leader we are in the marketplace."

Many rival networks, he continued, use advertising to compare their products and services to Verizon's – not always accurately. Consequently, the brand is sometimes required to counter misleading claims.

"It's tough sometimes not to get involved in that conversation. Our strategy is to remain above the fray as much as possible, but we're going to throw some punches when our competitors sometimes are not telling the truth," Scotti said.

"But everything that we do is about making sure that the quality of the product, the quality of the relationship with have with the customers, is a differentiator for Verizon."

Enhancing that equity relies on adopting a consistent approach across Verizon's in-house operations and partners, given that it delivers "more than 26,000 creative elements a year and near 30 billion media impressions annually," Scotti said.

"Verizon can use 1,000 tactics, but unless those tactics contribute to a top-to-bottom organizational strategy, they are just noise," he added.

"But because the entire team of professionals that work on the Verizon marketing efforts understand and buy into that strategy, and because we're working together, we can win.

"We can respond to our competitors, and we can remind customers that if they want the best provider, Verizon is the only choice. We can make people feel as strongly about our products and services as Yeti owners feel about theirs."

Data sourced from Warc