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Verizon Marketing VP Discovers Brand Differentiator He Didn't Know He Had

3 Minute Ad Age, Nov. 14, 2008

By Published on .

NEW YORK (AdAge.com) -- A tiny check-mark box on Verizon's text-messaging screen has taken on new sorts of meaning in the last month. For one thing, its removal sparked a customer outcry. And for another, it has demonstrated a hole in Verizon's customer data system. In unusually candid comments at the recent Association of National Advertisers' conference, Verizon's senior VP-marketing and digital media, John Harrobin, described how the wireless carrier accidentally discovered a major brand differentiator it had long overlooked.

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