SUMMARY
A huge range of companies, brands and technologies are battling to own 'broadband internet access'. Pacific Bell faced several key challenges in this fight: despite technical advantages, its DSL product trailed Cable Modem; its brand was not associated with hi-technology products; and potential consumers were deeply confused by the different options available. Goodby Silverstein & Partners harnessed consumers' frustration with the Internet, and their suspicion of cable technology, to cut-through the clutter as the option that was "Always Fast, Never Shared." The resulting Laurel Lane campaign has effected a turnaround as speedy as the product itself, putting Pacific Bell in the driving seat for the race to 'own broadband'.
