Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.

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

Related