Verizon’s marketing is “trumping” AT&T’s, said Baskin Associates President Jonathan...
Verizon’s marketing is “trumping” AT&T’s, said Baskin Associates President Jonathan Salem Baskin in an Advertising Age opinion piece (http://xrl.us/bnwxfh). Baskin Associates is a marketing firm. “Brand narratives trump brand promises, especially in higher-touch product and services categories that give customers…
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frequent opportunities to discover the truths of their experiences,” he wrote Tuesday. AT&T has spent millions of dollars on ads in recent years, yet with few “tangible benefits” to the branding efforts, whereas Verizon “works,” Baskin said. Verizon has focused on “communicating its operational performance,” he continued, describing the importance of such quality-based emphasis over “feel-good” promises. Verizon secured 10 times as many customers as AT&T last quarter, he said. “If this contrast isn’t a wake-up call to all brand marketers, I'm not sure what could shake us from our dreams of power and authority.” Baskin has never worked with Verizon or AT&T, he told us.