When you are the #3 brand in a category you aren't even in the game.
Brands never change places and for good reason. You don't matter.
Consumers ignore your advertising with the usual "we cost less" and our "features are better" messages.
The game is over, might as well sell the company like P&G did to all of their #3 brands, unless......
You go nuclear.
You blow up the category.
With a solution to a real consumer problem.
T-Mobile has gone nuclear and CEO John Legere pushed the button.
They solved the biggest problem in the category, the complexity of switching to another carrier.
Instead of making the switch a consumer headache, they took it on.
They became the "uncarrier."
They are eliminating confusion around fees for International Data.
"Redefining a stupid broken arrogant industry"
"Upgrading when you want"
And the big idea "refunding every switching fee"
Amazing how simple advertising becomes when you actually say something.
And how persuasive it is when you solve an industry problem.
It's Nuclear Advertising.
And it works.
I just bought 100 shares of T-Mobile stock.
Can't wait to watch the stock rise and the category leaders fall.
PS: Peter Deluca, SVP Brand & Advertising at T-Mobile - if this is your work, awesome job.