Table Of Contents

1. Table Of Contents • Verizon: A Brief Overview • Why Develop A Name? • Launching A New Name • Building A Brand Positioning • Verizon’s Brand Campaign

2. A Fortune 10 Telecommunications Company Overview • Nationwide serving areas from Maine to Hawaii and Washington State to Florida • Complete complement of telecom products and services for residential and business customers • Largest local services provider (over 32m residential households) • Largest wireless provider (over 28m customers) • 4th largest long-distance provider (over 8.2m customers) • One of the largest broadband (DSL) providers (over 1.3m customers) • The largest directory publishing company • Significant International presence with local, long distance and wireless services in Central and South America, the Caribbean, Europe and Asia • Annual revenue in excess of $64B

7. Do We Need A New Name? Equity Analysis • Solid Awareness • Mid-tier satisfaction • Second choice as bundled provider Lacked Distinction • Stable and Friendly • Owned no Perceptual space

8. Do We Need A New Name? • Did co-op research to test hypothesis • Corporate image did not equal Corporate vision GTE Bell Atlantic • Found a new name could be imbued with positive imagery.

9. Do We Need A New Name? NewCo Vision • To be the customers’ first choice provider of premium integrated voice communications, data communications,and information services – as needed by consumers, small businesses, large businesses, governments and resellers worldwide. NewCo promises a new era of genuine choice,delivering any and all telecommunication products and services. • We will continue to maintain our unparalleled commitment to the communities we serve. Goal: To be the most respected brand in communications

10. Hired Landor to Develop Name Candidates that…… Added Kept

11. Brand Launch Opportunity Three Branding Models to Consider Each model tries to balance two possible achievements: • The need to maximize resonance with each constituency • The need to maximize cost efficiencies and leverage brand equity • Masterbrand with Modifiers (e.g., AT&T) • Geographic Brands (e.g., SBC) • Lines of Business or Segment Brands (e.g. Citigroup)

12. Brand Launch Opportunity “Masterbrand with Modifiers” Model Brand: Holding/Management/Parent Company Primary presented to investors,employee,suppliers,etc. Brand with modifer: Market –facing LOBs Lucky Dog 10-10345 Primary presented to customer markets Generic Names of Products/Services Discount Long Distance Long Distance Internet Services Wireless Services Calling Cards

13. Brand Launch Opportunity Geographic Brands Model Names of Holding/Management/Parent Company Primary Presented to investors,employee,suppliers,etc. Brand of Operating Companies by Geography,LOB,Large Capabilities Primary presented to customer markets Local Phone Local Phone Local Phone Local Phone Generic Names of Products/Services Wireless Service Wireless Service Wireless Service Wireless Service Wireless Service

14. Brand Launch Opportunity Lines of Business Brands Primary presented to investors,employee,suppliers,etc. Name of Holding/Management/Parent Company Brand of Operating Companies by Geography,LOBs, Large Capabilities Primary presented to customer markerts Generic Names of Product/Services Credit Card Life Insurance Investment Banking Securities Trading Property Insurance Checking Annuities Loans

15. Brand Launch Opportunity Implication of Masterbrand with Modifiers Model (AT&T) • Requires one clear, strong brand building program across the enterprise • Meets customer requirements; facilitates and enhances the communication and selling of bundled/integrated offers • Presents the profile of a top tier player/full service provider across all markets and geographies • Allows business units to leverage established brand strengths and focus their individual selling/market efforts on specific offers/benefits • Matches the branding architecture of primary top tier competitors AT&T and MCI/WorldCom • Unifies many diverse merged entities under one overall vision/mission/identity

16. Brand Launch Opportunity Implications of Masterbrand with modifiers Model with the following name considerations: New Name • Maximizes the impact of the new exciting vision • Opportunity for name to be a rallying point for new identity/new ideas • Opportunity to re-energize the whole enterprise around an exciting future focus • Requires a major equity transfer that must be successful among customers, prospects,employees

17. Name Development • 7500 Candidates, screened for: • Logistic appropriateness • Copy Rights • Managerial judgment • 40+ candidates taken to 3 rounds of qualitative research • Connoted imagery • Fit with vision • Screened down to 5 • Assigned logos to each

18. Quantitative Naming Evaluation • Upon conclusion of initial screening, the 5 naming “finalist” were subjected to rigorous (over 4,000 interviews) quantitative testing by residential, general business, and large business customers • Study conducted nationwide (both in and out of Verizon’s traditional service territory) • Testing done in Central locations so respondents could see name treatments • Primary objective to gauge the finalist’s ability to convey key image and personality attributes • Secondarily, to ensure no insurmountable obstacles were identified

19. Quantitative Naming Evaluation Key Findings The suggestive names, “A”,”V”,and “C” performed well and communicated many important attributes without the benefit of any historic brand building; this was the basic premise behind Landor’s naming process. • Verizon: highly malleable, can be imbued with brand imagery over time without the hindrance of any appreciable “baggage” • Communicated important attributes without the benefit of historic brand buildings

20. Naming Launch Branding Timeline GTE and BellAtlantic announce intent to merge Verizon name launched across the corporation, all businesses flash cut with 60 day implementation allowance for all printed material and advertising Formal Regulatory approval for GTE and BA merger Brand Positioning launched-Make progress every day Rebranding Complete Verizon Wireless launches new name to market after Bell Atlantic and Vodaphone/ Airtouch Merger Initial Corporate Campaign Merger of GTE and BA officially consummated July 1998 March 2000 June 2000 July 2000 August 2000 November 2000 January 2002 March 2002 Corporate wide physical rebranding implemented Name change supported through specific naming/ brand advertising throughout August and early September. Approx. $22m for 6-8 week campaign Naming Launch integrated into brand and product advertising prior to agency consolidation. Approx. $200m for 2000 Initial corporate brand awareness campaign commences with focus on capabilities and product breath. Approx. 56m for 2000-2001

21. Rebranding Is Complete I.D. Cards Pay Phones Directories Fleet Signage Bills Hardhats Greetings Brand Applications Total Units to be Rebranded 24 240,000 67,438 2,626 91 MM 1,265 203,000 67,342

22. Rebranding Has Been A Success In our territory Verizon Has the TOP Recalled Logo Against These Popular Brands The And the uniqueness of the Verizon name were the two most frequently cited reasons for the recall.

23. Developing A Positioning: • The Strategic Check List • Unique • Relevant • Believable • Deliverable • Sustainable A well defined positioning will…. • Define Verizon for customers, prospects,competitors,employees, regulators, communities – all audiences • Differentiate Verizon in the marketplace • Describe what and how Verizon delivers to the marketplace “Verizon is the company that stands for ”

24. Verizon’s Huge Opportunity • Well positioned to make a move • Great launch of name • Single brand advantage and complete suite of products • SBUs are rethinking approach • Timing is right • Advertising environment offers rare opportunity • Low prices • Less clutter • Leadership is up for grabs • Competitive erosion • Non traditional competitors are on the move • Recent steps to refocus and realign

25. Positioning Development Methodology Steps: • Multi-SBU ideation to generate positioning concepts • Focus groups among customers and employees to refine concepts • One-on-one interviews with Verizon executives • Quantitative research among customers and employees to arrive at recommendation • ‘Whole brain’ qualitative research to understand underlying response motivation

26. Positioning Evaluative Criteria • Positioning relevance • Power language evaluation • Executive reaction • Attribute importance • Company’s ability / willingness to deliver • Flexibility to accommodate all SBUs while meaningful to all customer sets

27. = Progress

28. Brand Architecture Progress Confidence (Reliable Network, Trustworthy, Stable)

29. 2002 External Message Strategy • Objectives • Establish Verizon’s definition of Progress and begin to link Verizon to the enablement of Progress. • Establish optimistic personality to build interest • Positively predispose people to changing behavior Anthem What Verizon stands for • Demonstrate how Verizon enables Progress • Build affinity to company • commitment to relationship • interest in doing business with • willingness to recommend • Predispose people to purchase/retention • messages Affinity What’s in it for the customer • Specific Verizon offers that enable Progress. • Generate purchase/retention/usage. Offer Buy/Use Now! LOB Specific

30. Roll Brand Advertising Spot: • Anthem • Affinity • Multi-Cultrual

31. Internal Implementation • Goal: • Prove to employees by word andaction that this corporate positioning is real, differentiating, valuable, and enduring • Strategy: • Communicate & Educate • Clearly define Progress for employees • Target breakthrough exposure prior to advertising air-date launch • Generate enthusiasm and motivate employees to embrace the positioning • Measure • Each employee should know what he/she can do to achieve function-specific brand objectives

32. Make progressevery day