Subject category:
Marketing
Published by:
Amity Research Centers
Length: 6 pages
Data source: Published sources
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Abstract
Formed in 2000 following the merger of Bell Atlantic Corp. and GTE Corp., Verizon Communications Inc (Verizon), had become one of the world's leading providers of technology and communications services. Verizon's consumer and business segments offered voice, data and video services, award-winning networks, and platform solutions, delivering on customers' demand for mobility, reliable network connectivity, security, and control. In terms of subscribers, Verizon was one of the largest US wireless carriers. Diego Scotti (Scotti) as Verizon's Chief Marketing Officer (CMO) until May 2023, helped forge a marketing strategy to stand out and transformed the company to become a technology and experience brand. Following Scotti's departure, Verizon's Chairman and CEO Hans Vestberg shifted many of the CMO's responsibilities to other departments and exercised cost efficiencies across marketing. In December 2023, the management appointed Leslie Berland (Berland), a former CMO of Peloton and X (earlier known as Twitter), as EVP and CMO with effective from January 2024, and tasked her with differentiating Verizon in the competitive and crowded telecom industry. Experts opined that Berland faced an uphill task of winning back mobile customers, reviving big branding campaigns, besides finding ways to reinvigorate the Verizon brand.
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Time period
The events covered by this case took place in 2024.Geographical setting
Region:
Americas
Country:
United States
Featured company
Verizon Communications Inc
Type:
Public company
Industry:
Telecommunications
Featured protagonists
- Diego Scotti (male), EVP and CMO
- Lesile Berland (female), CMO
- Hans Vestberg (male), Chairman and CEO
About
Abstract
Formed in 2000 following the merger of Bell Atlantic Corp. and GTE Corp., Verizon Communications Inc (Verizon), had become one of the world's leading providers of technology and communications services. Verizon's consumer and business segments offered voice, data and video services, award-winning networks, and platform solutions, delivering on customers' demand for mobility, reliable network connectivity, security, and control. In terms of subscribers, Verizon was one of the largest US wireless carriers. Diego Scotti (Scotti) as Verizon's Chief Marketing Officer (CMO) until May 2023, helped forge a marketing strategy to stand out and transformed the company to become a technology and experience brand. Following Scotti's departure, Verizon's Chairman and CEO Hans Vestberg shifted many of the CMO's responsibilities to other departments and exercised cost efficiencies across marketing. In December 2023, the management appointed Leslie Berland (Berland), a former CMO of Peloton and X (earlier known as Twitter), as EVP and CMO with effective from January 2024, and tasked her with differentiating Verizon in the competitive and crowded telecom industry. Experts opined that Berland faced an uphill task of winning back mobile customers, reviving big branding campaigns, besides finding ways to reinvigorate the Verizon brand.
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Settings
Time period
The events covered by this case took place in 2024.Geographical setting
Region:
Americas
Country:
United States
Featured company
Verizon Communications Inc
Type:
Public company
Industry:
Telecommunications
Featured protagonists
- Diego Scotti (male), EVP and CMO
- Lesile Berland (female), CMO
- Hans Vestberg (male), Chairman and CEO