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  • T-Mobile promises to remove the “pain points that make customers hate wireless”
  • T-Mobile promises to remove the “pain points that make customers hate wireless”
    T-Mobile (2013) ©
CASE STUDY

T-Mobile's 'Uncarrier' approach: challenging the industry norm

Contemporary consumers distrust huge 'faceless' companies. Enter the 'challenger brand', who may not offer the biggest or best, but takes care of their customers and thinks outside the box.