Leading telecom company assesses the value of high profile spokesperson

SITUATION
In 1999, Verizon (then Bell Atlantic) sought to understand the effectiveness of James Earl Jones in his role as spokesperson, and to possibly redefine it in anticipation of several pending mergers and acquisitions.

INSIGHTS
Resonance Technology revealed strong positive feelings towards Mr. Jones. His popularity proved to create a "rub-off" benefit to Bell Atlantic and quelled negative perceptions about the overall service. Client learned that Mr. Jones would be an equally effective spokesperson to support their residential and ISP services.

IMPLICATIONS
Based on new insights into these issues, client received valuable direction on how to utilize James Earl Jones in upcoming campaigns.

RESULTS
Verizon has increased sales and brand recognition as a result of Mr. Jones' campaign. Resonance provided breakthrough information and developed a new concept in ROI - spokesperson measurement and optimization.