SunCom Wireless gets employees to ponder brand

Wireless carrier focuses on internal audience before promoting “Ponderables” campaign externally

Why aren’t cookies called bakies—considering that you bake them, not cook them?

We have no idea, but it’s something to ponder. And giving customers time to ponder such things is at the crux of SunCom Wireless’s branding campaign.

Last year, the Southeast wireless carrier announced a brand evolution. Gone was the “Truth in Wireless.” In its place were “WorryLessWireless” and “Ponderables” (otherwise known as “questions that make you go ‘hmm'”).

To be clear, the company didn’t really do away with the truth.

“‘Truth in Wireless’ was a powerful and simple promise to our customers,” says Paige Layne, corporate communications manager for the Charlotte, N.C. carrier. “However, we felt the time was right to evolve the brand to something that better illustrated our deep commitment to service, benefits and a more liberating customer experience.”

Plus, “we wanted something fun and innovative that really demonstrated we are a wireless company committed to doing things differently,” she adds.