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.