Building the Brand from the Inside Out
Embarq Corporation, formerly the local telephone division of Sprint Corporation, was spun off as an independent company in 2006. It became the largest independent local exchange carrier in the United States, serving customers 18 states and providing local, long-distance, high-speed data and wireless services to residential and business customers.
The transition from Sprint to Embarq created a challenge in how the old brand was known and perceived and how the new brand should be positioned and communicated. The challenge for Embarq leadership was how to reinvent the business, and launch an entirely new brand, while minimizing customer confusion. Embarq leadership realized that if they focused the entire employee base around understanding the brand and its benefits on Day 1, it would result in a more successful launch and stronger customer connection over time.
Embarq engaged K2 Brand to help build the new brand from the inside out by establishing an internal brand launch program to make the brand understandable and relevant to all employees engage, critical in the early stages of the brand launch. The goal of the internal brand education program was to make sure all employees understood mission, vision and brand promise. As guardians of the brand, the program helped employees to deliver on the brand promise and make the best decisions to benefit the business and the brand. As a result, Embarq experienced a successful brand launch by making the Embarq brand understandable, relevant and actionable to all employees.
In 2009, Embarq was purchased by CenturyTel, which rebranded as CenturyLink after the merger.