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Verizon’s Strategy: Simple, Boring, Effective

By Mike Shields

In a category as tumultuous as telecom, Verizon is an oasis of stability. John Stratton, now CMO, has played a big role in marketing since 2001. The company’s Test Man character rolled out the following year and is still the focal point of most advertising. The brand spends more than a billion dollars a year blasting the simple message that its network is robust and reliable and that its handsets are cutting edge.
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