The most powerful moment during Young & Rubicam vice chmn June Blocklin’s CTAM Summit session Wed was a video montage of cable, telco and VoIP commercials. It helped show how consumers are bombarded with messages of low monthly prices, bundled services and ‘our service is better than theirs’ offers. With so many similar messages, no company really stood out. "I’m not saying don’t be competitive, but look beyond it and offer something bigger," Blocklin said. She questioned what’s become a common practice in the cable industry—offering better deals to new customers than existing customers. "Existing customers are your best brand ambassadors," she said. "Do your customers feel anything for you? Would they brag about [you]?" Cable falls into the service goods category, which generally has much lower consumer appreciation than consumer goods brands. Service goods (telecom, banking, insurance) receive especially low scores for differentiation. If cable could find a way to better develop its brand, it might be able to thwart price wars. Service brands face sharp price competition from competitors—something that is not as true with consumer brands (think Nike), said Blocklin, a marketing vet of the telecom wars.

The Daily

Subscribe

Editor’s Note

Cablefax Daily is taking a break for Thanksgiving and will return with

Read the Full Issue
The Skinny is delivered on Tuesday and focuses on the cable profession. You'll stay in the know on the headlines, topics and special issues you value most. Sign Up

Calendar

Dec 3
Cablefax Program Awards Call for Entries
Dec 7
Most Powerful Women Celebration Register to Join Us in NYC to Celebrate!
Full Calendar

Jobs

Seeking an INDUSTRY JOB?
VIEW JOBS

Hiring? In conjunction with our sister brand, Cynopsis, we are offering hiring managers a deep pool of media-savvy, skilled candidates at a range of experience levels and sectors, The result will be an even more robust industry job board, to help both employers and job seekers.

Contact John@cynopsis.com for more information.