This article from Advertising Age highlights Verizon’s launch of its new logo with a new campaign entitled “Better Matters.” Ads like this one appeared on high profile events, such as college football and NFL games. In addition to television, the campaign is supported by online, print, digital, and outdoor marketing.

Discussion Questions:

  1. In your opinion, why did Verizon change its logo? Do you like the new logo? Why or why not?
  2. Based on the article and ad, what are your thoughts about the “Better Matters” campaign?
  3. Does this campaign change your image of Verizon? Why or why not?
  4. Look at the factors discussed in the “Building  Powerful Brands” section in Chapter 2 of your textbook. Evaluate Verizon’s effort to build a powerful brand.

About Dr. Ken Clow

Co-author of textbook.

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