T-Mobile: Agitator Extrordinaire

Reading this piece about John Legere and T-Mobile's marketing drove home several thoughts that have been lurking in my mind. First, creating a unique brand presence in a saturated/commodified market is very, very hard. How do we make these boring items sexy? Working in real estate, I've been struggling with that for some time. Having a flamboyant leader, one who doesn't shrink from the limelight nor controversy is critical.

How does one rise to front of mind in today's media landscape? Uniqueness is key. A certain eccentricity, and self-love of that, really helps. It also helps having gobs of cash to spend.

I think the next wireless sector winner will be a fierce competitor. T-Mobile matches that.

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Carl Setzer

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