In preparation for the initial product launch of a new brand network offering, the customer segment was identified who could best influence the purchase of superior fiber-optic broadband services. VVF perception tests were conducted to confirm emotional verbal-visual associations that would resonate with both brand intent and target customer aspirations. From the VVF mapping analysis of results, a targeted personality design language approach was created for launch activities and materials.

The resulting brand-building effort emotionally connected with the target customer in bold, dramatic fashion, expressing the excitement of having technology with superior image quality, performance and personalization. Among outcomes were:

--- Fundamental sets of brand attributes and target customer desires

--- VVF perception analysis uncovering verbal-visual associations between brand intent and target customer values

--- Verbal-visual character definition of new service offering

--- Design direction for new service launch materials to emotionally connect with customer aspirations, brand intent and image-building

 

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