How to turn a brand perceived as cheap into one considered awesome
On Strategy Showcase
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The Disagreement About Having Two Brands
I read in the case that there is a significant percentage of churn, roughly 65%. Well, I think as with a lot of service brands, particularly with young people, everyone wants to shop around and get a good deal. We had to really sit down with Spark and work out where Spark played and where skinny played. When I first joined skinny, both Spark and skinny had the same $9 Prebay plan. So we were complete competitors.
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