Taglines: That's Saying a Lot

Rural telecommunications providers have a legacy of exceeding the needs of their constituencies- bringing telephone service to rural areas, being early adopters of dial up internet service, and linking rural communities to the rest of the world with broadband. [...]we went a different direction, ren...

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Bibliographic Details
Published inRural Telecommunications Vol. 38; no. 3; pp. 22 - 25
Main Author Young, Tara
Format Journal Article Trade Publication Article
LanguageEnglish
Published Washington National Telephone Cooperative Association 22.06.2019
National Telephone Cooperative
Subjects
Brand identity
Broadband
Communication
Competition (Economics)
Consumers
Customer services
Employees
Internet
Internet television
Leadership
Logos
Marketing
Rural areas
Rural telecommunications
Technology
Telecommunications industry
United States > US
North Dakota
Online AccessGet full text
ISSN0744-2548

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Summary:Rural telecommunications providers have a legacy of exceeding the needs of their constituencies- bringing telephone service to rural areas, being early adopters of dial up internet service, and linking rural communities to the rest of the world with broadband. [...]we went a different direction, renaming all of our products to what they actually were (HTC High-Speed Internet, HTC Digital Cable, etc.) while reinforcing the overall message of connection, and our ability to previde multiple services, with our tagline." MANAGING THE PROCESS One thing all companies stressed during the tagline development and rebranding process was securing buy-in from key constituent groups (corporate leadership, governing boards, employees), and communicating to the point of nearly over-communicating.
ISSN:0744-2548