NameQuest Case Study

 21% Growth in Wireless Customers

Business Issue

Ameritech, now SBC, was changing their wireless technology to digital CDMA. Competitors that had introduced digital wireless in the Ameritech's 7-state region had very public quality problems. Ameritech needed a verbal brand name that would clearly differentiate their service, reflect superior quality, less static and fewer dropped calls.


Brand Response

Telecommunications is a highly competitive business. NameQuest partnered with the Ameritech (now SBC) team to develop and research a verbal brand that would position the new wireless technology as superior. NameQuest's consumer insights predicted a clear winner. The prediction, ClearPath would out perform all Ameritech competitors; including Digital Edge, Sprint PCS, AT&T, AirTouch and PowerBand. The verbal brand ClearPath spoke to customers needs. Ameritech's customer base grew by 21% to over 3.5 million customers. ClearPath was recognized with the distinguished AMA EDISON BEST NEW PRODUCT award.