Mixed Signals: T-Mobile's Good Girl Goes Edgy but Do Customers Care?

Mixed Signals is Erin Straza’s weekly musing about marketing miscellany in advertising, branding, and messaging. T-Mobile’s girl-next-door spokeswoman Carly Foulkes has traded her super-sweet personality and pink dresses for super-sassy black leather and some serious brooding. And she’s got a motorcycle. It’s all part of T-Mobile’s new "Alter Ego" campaign to redefine itself as a cutting-edge carrier (i.e., a leather-clad Foulkes) with a speedy wireless network (i.e., a blurry-fast … [Read more...]


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