In response to increased competition from satellite providers, Time Warner Cable recently focused on identifying ways to deepen customer relationships and improve new subscriber acquisition.
- Create awareness, distinction and preference for Time Warner Cable services and products as the entertaining, future-focused and accessible provider of in-home entertainment and technology
- Identify a communications structure and branding and communications practices that conveyed the company’s offerings and maximized the effectiveness of branding investments
- Design an engaging retail presence to showcase and cross-sell new product offerings
- Interviewed Time Warner Cable’s key audiences (executives, employees, customers and prospects) to evaluate perceptions of the brand
- Conducted quantitative and qualitative research to identify the most effective brand architecture and naming strategy to clearly and simply communicate Time Warner Cable’s offerings to internal and external audiences
- Developed a design system and identity guidelines to translate the brand positioning and attributes and to reflect the brand architecture both internally and externally
- Created a retail prototype that delivers an engaging, customer-focused environment that demonstrates and increases the emotional and functional benefits of Time Warner Cable products and services and raises customer satisfaction and retention