- Verizon introduced a more friendly V symbol
- It also launched a new myHome internet package
- Consumer group chief revenue officer said that Verizon wants to be a "next generation aggregator of streaming services"
On a blazing hot Wednesday afternoon at the edge of Soho in New York City, Verizon held an event to unveil its new rebranding and a revised home internet package for consumers.
In an event space that was supposed to evoke a family home – albeit a multi-storey, multi-million one! – the New Jersey-based operator showed off its new “V”-branding, still in red but now set-off by warmer yellow hues, Frank Boulben chief revenue officer at Verizon Consumer told Fierce at the event.
Here's the new, warmer logo!
The refresh is meant to help connect the brand more intimately, more emotionally with customers and to bring more warmth to that relationship, Boulben said. “Our previous identity was very slick, very elegant – black, white and red – but a bit cold.”
Boulben noted that the new advertising around the brand refresh was to make the tone of the brand “more approachable” and “more emotionally connected.” Think about it, he argued, Verizon connects everything you do. “This has become the remote control of your life,” Boulben said.
"When done well, rebranding keeps a company identity fresh," said Avi Greengart, lead analyst at Techsponential told Fierce in an email. "I'm still getting used to the yellow, but I wasn't a fan of the check mark V, and Verizon's new, softer color scheme overall makes the brand more approachable. "
So are you ready to snuggle up with the big, red V now?
Mi casa is myHome
As well as the cozy brand refresh, Verizon also updated its home Internet and entertainment package with the launch of myHome. “Depending on your address you will either get everything on fiber or 5G,” Boulben said.
The operator has simplified the way customers can choose and watch their entertainment. Allowing customers to choose from various streaming services for a fee that is guaranteed for four years.
"Verizon's fiber broadband is the leader in the areas where Fios is available. When it comes to fixed wireless, T-Mobile got there first with more spectrum, but following its C-band acquisition and subsequent wireless broadband rollout, Verizon has seen success, especially in small and medium business," Greengart commented.
“If you look at our subscriber base between mobile and home...in the U.S., half of households have a commercial relationship with Verizon on mobility or home Internet,” Boulben said. “It’s a unique reach, I think only Amazon has a broader reach,” he stated.
"Cable cutting is real, and very few people buying broadband are taking a linear TV package with it," Greengart said. "That means that if Verizon can increase content sales with myHome even a little, it's a big win."
“We’re going to be in the coming years the next generation aggregator of streaming services in video, in music and gaming,” the CRO concluded with a flourish.
So get ready to stream with your friendly operator, why don'cha?