Branding for Broadband

Life demands the fastest internet speeds and extremely reliable service… all day, every day. It is now more important than ever to have the right internet service provider. However, many customers are not happy. A recent survey by the American Customer Satisfaction Index indicated that internet providers had a customer satisfaction score of 62 out of 100. Consumers are basically saying that…

  • Service is slow and unreliable.
  • It’s too expensive.
  • It doesn’t feel like there are many providers to choose from.

While competition may be limited in some areas, at least one or two of the BIG GUYS are always around. And it seems like they have unlimited resources at their disposal. You can see and hear them everywhere.

So, how can you compete if you are not one of them? And how can you make sure your customers are more satisfied with your service?

You must think and act like a challenger brand.

You need to break through and differentiate while elevating the speed/price value proposition.


With limited resources, you can’t afford to be all things to all people. You must focus on a powerful primary message while utilizing the most efficient and effective media vehicles. Challenger brands are single-minded and willing to sacrifice some secondary messages. This will greatly simplify the choice for the consumer.


Challenger brands are disruptors and use symbols of re-evaluation to let the consumer know they are doing business differently. It’s no longer business as usual. Now is the perfect time to show and tell consumers what you are doing differently than your competition.

  • A new identity
  • A new product offering
  • Simplified and affordable pricing
  • Eliminating data caps
  • Personalized service
  • And much more


The internet service category lacks humanity. Internet service providers predominantly communicate only the rational benefits, such as price and speed. Challenger brands are thought leaders. They create an emotionally based rather than a rationally based relationship with the consumer. Be authentic and demonstrate your company’s commitment to your customers and the communities you serve through actions, not just words.


Competitive and compelling offers are a “must-have.” But, make the conversation not just about price or offer, but about the value of your service and the superior experience the consumer can expect. That the customer truly means something to you. Make it personal and go beyond the expected.

What are the potential outcomes of acting like a challenger brand?

  1. Significantly increase Net Promoter Scores
  2. Greatly reduce churn
  3. Drive subscriber and revenue growth
  4. Have happy customers, happy families
    and happy communities

Give us a call to discuss how you can think and act like a challenger brand.

Chuck Fischer

SVP, Account Director

Start the conversation today and find out what GKV can do for your brand.

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