Whats' with all the name changes? I thought branding was the most important component of marketing. So why on earth are cell phone providers repeatedly changing their names? Two years ago there was Nextel and Sprint, then there was Sprint Nextel after their merger. Now, beginning July 1st, Sprint Nextel becomes simply Sprint with the company's new tagline: "Sprint Ahead."




Yet again they change, and this time Sprint will focus on a key attribute it delivers for its customers: speed. The campaign simplifies the presentation of Sprint's advanced technologies, such as the nation's largest and fastest mobile broadband network and its instantaneous "push-to-talk" service, through the use of "SprintSpeed™." Representative of the benefits provided by Sprint's powerful network, "SprintSpeed" is the main ingredient of the "Sprint Ahead" brand positioning.

No word on how this change will impact sales of Sprint or Nextel units. Apparently around 53 million Sprint customers enjoy the benefits of Sprint moving ahead:

* Sprint is No. 1 in music downloads and the only carrier to provide full-length wireless movie downloads.
* Sprint's mobile broadband cards deliver speeds that let enterprise customers and consumers do what they want to do, when they need to do it.
* Sprint has the largest and fastest push-to-talk network in the country delivering instant communication at the push of a button.
* As a result, people are experiencing Sprint as their enabler for the sharing of ideas and information.

In 26 markets, the outdoor campaign will be reflective of the company's local investment in its networks, which enable fast network speeds and coverage where customers need it. Sprint has continued its aggressive network enhancement program, enabling innovative products and services to be delivered at home, at work and virtually anywhere Sprint customers need to connect.

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