Time Warner Telecom came to us with an interesting branding challenge. After many years of success in the telecommunications marketplace, their rights to use the Time Warner name were expiring. They needed to know what the current brand equity was, create a new name and identity and carefully manage through the transition to a new brand.
Our research revealed untapped brand strengths and led to a new vision, values and brand promise of "Closer to the customer." The new name - tw telecom - and identity retained important reference to the Time Warner equity while signaling new potential for the company.
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