Time Warner Cable
- Brand Naming
- Brand Evaluation
- Brand Architecture
- Brand Definition
- Brand Messaging
Background & Challenge:
In 2009, Time Warner Cable was a cable TV, internet and phone service provider – a $17B business serving customers in several regional markets including NYC, Charlotte, and LA.
While the business was strong, new competitors, market forces (watching TV on the internet, cord cutting) and a weak brand were reducing subscribers, slowing revenues and growth. At the same time, the brand was incoherent, and lacked central control with almost no consistency from region to region. Leadership recognized a need to create a new brand strategy and brand refresh and to be controlled from HQ in New York.
Over a three year period, TWC hired us to help create and activate a new brand strategy and brand refresh. Our work included collaboration on new brand positioning ‘Life In Sync’ to underscore how TWC’s services aligned with the lifestyle needs of customers. We also re-organized and optimized TWC’s entire portfolio of sub-brands, products, services and offerings and introduced premium priced services such as higher speed internet offerings and developed a premium installation brand ‘Signature Home’. We also helped to create a new logo and consulted on activation across all touchpoints.
The new, unified brand strategy and brand refresh helped align with business strategy and objectives resulting in revenues growth from $17B to $21B.
Prior to its purchase by Charter Communications in 2016, it was ranked the second largest cable company in the United States.