Driving Preference in a Competitive Marketplace

Karen Sheriff

The author traces the development of the Ameritech brand between 1993 and 1998 - starting as a number of separate phone companies, trading under 23 names, to a single communications brand dedicated to simplifying its users lives.

Driving Preference in a Competitive Marketplace

How Ameritech is building its brand – and creating long-term value in the process

Karen Sheriff, Ameritech

In any competitive market, the strength of a company’s brand obviously represents an enormous – and enormously valuable – competitive advantage.

Ameritech understands this. As competition increases in our core markets, we know that a powerful and differentiated brand – one that is consistently communicated and delivered – is fundamental to our company’s future. That’s why we have worked so aggressively to integrate our brand identity not just into our external and internal...

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