Brand:
Verizon
Empower and connect people, businesses, and communities through reliable communications services
Mission:
Focus:
Digital divide
#31
Fortune 500 (2024):
At this Fortune #31 brand, the role of purpose was fragmented, misperceived, and misunderstood across all key stakeholder groups.
While this innovation-driven brand was far ahead of its competitors in areas such as closing the digital divide it lacked operational utility and alignment to align and accelerate decision-making.
Pivoting from status quo telecom to trusted tech brand
Solving for:
We delivered:
We created an operational Playbook to drive accelerated and aligned decision making, all supported by a new global sub-brand to embody that plan
Citizen Verizon
Marketing, brand & corporate responsibility teams
Working with:
We collaborated with marketing, brand teams, and the CSR unit, crucial for addressing the digital divide.
Our efforts involved the C-Suite, department managers, and included stakeholder interviews, workshops, and strategic executions across internal teams and external agencies.
We tackled issues such as internet access in marginalized communities and refined privacy and security positioning with various stakeholder groups.
Clear and objective indicators of success, helping build trust in a brand
Resulted in:
With a new alignment on focus, goals, and guidelines across initiatives, business units and stakeholder groups, Verizon increased impact investments and received new, spotlighted recognition.
The brand's leadership role in the sector has been acknowledged, with accolades such as inclusion in the Forbes Just 100 List, the Fast Company Most Innovative Companies Award, and Barron's Most Sustainable Companies.
Moreover, the brand has shown increased commitment by making a five-year investment exceeding $3 billion to support responsible business efforts.
