THE CHALLENGE
Tellabs, a traditional voice-focused cross-connect company, was expanding into a data arena already populated by heavyweight competition such as Motorola, Cisco Systems, Alcatel-Lucent and Nortel. The company needed to quickly build a strong, differentiated brand. The challenge was clear: in a low-interest, highly commoditized category, how does a latecomer to the market differentiate itself from the competition?
THE INSIGHT
The children of baby boomers are the first generation to truly claim the constant interconnectivity of the computer age as its birthright. To help accelerate penetration of market and reposition Tellabs as a player in mobile data technologies, the idea was to showcase their understanding of early adopter (Echo Boomers) needs by building a brand around demonstrating empathy and knowledge of the increasing needs of these emerging end users.
THE RESULTS
Penetrated new, key targeted customer segments, improved awareness of Tellabs as a player in mobile backhaul segmented by 12 points in less than 3 years and increased from 10th to 6th place overall consideration within 3 years.