Time Warner Cable
Environment
Visual Systems
Raising awareness
In response to increased competition from satellite providers, Time Warner Cable recently focused on identifying ways to deepen customer relationships and improve new subscriber acquisition.
Challenges
Create awareness, distinction and preference for Time Warner Cable services and products as the entertaining, future-focused and accessible provider of in-home entertainment and technology
Identify a communications structure and branding and communications practices that conveyed the company’s offerings and maximized the effectiveness of branding investments
Design an engaging retail presence to showcase and cross-sell new product offerings
Actions
Interviewed Time Warner Cable’s key audiences (executives, employees, customers and prospects) to evaluate perceptions of the brand
Conducted quantitative and qualitative research to identify the most effective brand architecture and naming strategy to clearly and simply communicate Time Warner Cable’s offerings to internal and external audiences
Developed a design system and identity guidelines to translate the brand positioning and attributes and to reflect the brand architecture both internally and externally
Created a retail prototype that delivers an engaging, customer-focused environment that demonstrates and increases the emotional and functional benefits of Time Warner Cable products and services and raises customer satisfaction and retention