Verizon recently rolled out a brand refresh that includes a new logo and the debut of myHome, which offers Internet augmented by a suite of entertainment and connected home offerings.
Impact: In a corporate communication, Verizon announced that it is refreshing its branding, “bringing forward the energy and vibrancy of how people live, work and play, powered by Verizon.” The refreshed branding and creative formats will roll out across the company’s consumer, business, and network footprints, and support its new myHome offering. That offering builds on the myPlan wireless product and aims to provide customers with more choices and enhanced flexibility.
Verizon’s new logo is a red V with a gradient yellow “glow,” replacing the red checkmark. Leslie Berland, Verizon’s new chief marketing officer, explained while the checkmark denotes reliability, it had taken on a transactional connotation. Berland went on to describe how the new logo honors Verizon’s history while symbolizing the evolution of its identity from a telco to a “life company.” Verizon’s updated consumer website is highly activated and awash in hot colors, and according to Verizon Consumer’s Chief Revenue Officer Frank Boulben, this new palette conveys warmth and invites connection in contrast to the previous branding in which black and white predominated with a scattering of red.
Verizon’s new kid on the block, myHome, provides convenient and flexible one-stop shopping. Customers are invited to select from among 5G, LTE, or Fios Internet tiers, subject to availability, and add as many Verizon “Perks” as desired with the flexibility to make changes at any time. Streaming service options priced at $10/mo each include Netflix and Max (with ads), Disney Bundle (including Disney+, Hulu, and ESPN+), YouTube Premium, and Paramount+ subscription (included with Walmart+ membership), and +play is available to manage additional entertainment subscriptions. Apple One and Apple Music family will come online later this summer.
Perks that enable a connected home are Cloud Storage, Walmart+, Verizon’s new Home Device Advisor, and Fios TV and YouTube TV, rounding out myHome’s offerings with options for live TV. Users can manage selections via the MyVerizon app, which can add or remove services and perks. The carrier also launched Verizon Access, similar to T-Mobile Tuesdays, which includes thousands of tickets to concerts and music festivals through pre-sales, ticket giveaways and select seats, (it kicked off on June 27 with pre-sale access to Jelly Roll’s Beautifully Broken Tour), tickets to Copa America matches, access to NFL and local basketball, hockey, and baseball games, and passes to red carpet movie premieres.
Whether myHome will boost subscription numbers and ARPU remains to be seen. Boulben said half of U.S. households already have a “commercial relationship” with Verizon via its mobile or Internet services, a reach second only to Amazon. Industry analysts speculate that Verizon can increase penetration and market share by attracting cable cutters who will also replace linear TV with streaming options.
