Mapping advanced technology decision making to shape brand equity

Following the acquisitions of Qwest and Savvis, CenturyLink moved into an advanced technology space that pitted them against companies like ATT and Verizon. Working alongside CenturyLink’s ad agency, we conducted a values study with Fortune 500 IT Decision Makers, followed by a quantitative study to build a communications architecture to guide brand advertising campaign development. Our study identified key drivers of choice and uncovered new emotive territory in what is usually seen as a highly rational B2B buying process. The resulting campaign increased awareness and familiarity of CenturyLink’s advanced technology solutions while also growing enterprise customers.