Article Summary from: https://www.marketingdive.com/news/total-wireless-verizon-value-rebrand-prepaid-wireless/720860/
In a strategic move to capture a larger share of the prepaid wireless market, Verizon has rebranded its Total Wireless service, previously known as Total by Verizon. This rebranding effort is not just a name change; it reflects a comprehensive overhaul aimed at offering better value and clarity to customers. According to Cheryl Gresham, CMO of Verizon Value, the goal is to appeal to consumers by showcasing the brand’s commitment to speed, network quality, and customer empowerment (PhoneArena) (Verizon).
Key Features of the Rebrand
- Price Stability: One of the standout features of the new Total Wireless is its five-year price guarantee. This means that new customers can lock in unlimited data for less than $30 per month, with taxes and fees included, without worrying about unexpected price hikes (Verizon).
- Enhanced Data Speed: The rebrand comes with a promise of up to 10 times faster unlimited data on Verizon’s 5G Ultra Wideband network, ensuring that customers can enjoy high-speed connectivity without slowdowns (Verizon).
- Free 5G Phones: Total Wireless is also offering free 5G phones to customers who switch and activate a Total 5G plan. Additionally, there’s a $200 anniversary credit towards any 5G phone after 12 months of service, making it an attractive proposition for new and existing users (Verizon).
- Family Plans: The rebrand includes competitive family plan offers, such as a fourth line at no additional cost, making it a compelling choice for families looking for budget-friendly wireless solutions (Verizon).
Target Audience and Marketing Strategy
Total Wireless is specifically targeting the Hispanic market, among other demographics, with marketing efforts including the brand’s first Spanish-language Super Bowl ad on Univision. This move aligns with Verizon’s broader strategy to create distinct market segments for its prepaid brands, ensuring each has a clear identity and value proposition (PhoneArena).
New Brand Identity
The new Total Wireless brand identity features a unique color palette, including a proprietary shade of teal, rich blue, and bright yellow, combined with red to signify its connection to Verizon. This vibrant and energetic look is designed to resonate with the diverse communities Total Wireless serves, reinforcing the brand’s commitment to being a reliable and community-focused service provider (Verizon).
Conclusion
Verizon’s rebranding of Total Wireless is a calculated effort to redefine the prepaid wireless category. By offering competitive pricing, enhanced data speeds, and attractive customer benefits, Total Wireless is well-positioned to attract a broader customer base and stand out in a crowded market. This rebrand not only highlights Verizon’s commitment to innovation and customer satisfaction but also sets a new standard for what consumers can expect from a no-contract wireless carrier.
For more detailed information, you can visit the original articles on PhoneArena and Verizon.