Airband: Broadband just got good

Airband, a broadband provider, wrote an emotive manifesto and developed five new propositions to create a new, better broadband and persuade UK customers to switch out of their existing broadband supplier.

Executive Summary

Say hello to Airband. A local broadband brand. Forced to change direction by a government mandate. Pushed out of a small, comfortable niche. Where it was the 'only horse in town'. Pushed into direct competition, with the 'big 4' broadband brands. Planning was asked to facilitate this change of direction. And work with a client stakeholder team, in a period of rapid transition. Planning helped this team write a 'creative brief', for an expanding company. That shifted the Airband brand, from where it was, to where it will be. Together, we created a new brand, a new visual...

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