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John Legere, CEO of T-Mobile: The Ultimate Spokesman
By: Emory Brown
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I have seen spokesmen throughout the years and they come all shapes, colors, and sizes. From the Jolly Green Giant to Allstate’s Mayhem, America has a knack for creating these characters that give new life to brands and make lasting impressions on their consumers and ultimately their sales. Yet to date I have never seen a CEO/Spokesman like John Legere of T-Mobile.

When you’re working to reinvigorate sales for your brand and add marketplace creditability, one of the rabbits in every marketing manager’s magic kit has been a spokesman. It’s an easy formula: find someone famous or super cool and connect them to your brand. Michael Jordan and Nike had the perfect marriage for years, which has produced record sales that line the history books
T-Mobile’s John Legere is a different kind of animal. Seriously, this guy is a riot. Intelligent, with the times, and very strategic in his approach, John Legere is moving the T-Mobile brand into places that are giving his competitors a royal whomping. He is actively attacking his competitors on Bloomberg West with his wit as he details how he and his team are destroying AT&T’s market position, not to mention killing everyone else in the onslaught.
He said, and I quote, “I live to bring pain to AT&T.” He tweets about them. Taunts them. Openly attacks their marketing strategies and gets away with it as reporters laugh their behinds off because the guy can actually back up what he is doing with sales. He’s a classic character. Most of the time, when you see him, he is wearing a sports coat and a T-Mobile tee, talking about branding. The guy has made such a rep for himself that he crashed an AT&T party to see Macklemore. I was thinking to myself as well: you can buy, like, a thousand Macklemore tickets! Why would you go to an AT&T party? AT&T’s management team hates him so much they kicked him out. 

However, before being spotted and ousted, he got pictures with some high-profile celebrities and ended up on the cover of the New York Post wearing a T-Mobile shirt. Who needs to pay a brand ambassador?  
What’s funnier about the entire event is that he really wanted to get his kick on to Thrift Shop. I guess when your company recently got 1.6. million new subscribers, you’ve got a lot to party about. He’s popping the cellular plans’ price tags and putting savings in his customers’ pockets. And to add the icing to the already delicious cake of cell-phone pleasure, his new strategy to continue to take market share from AT&T is to pay for early termination fees so customers can make the switch to T-Mobile. They're paying up to $650.00 per family. Now that’s a spokesman for a brand! 


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About the Author
Emory Brown is an award-winning creative director/writer whose mission is to spread the gospel of what great marketers can do when they put their heads together and work together for the greater good and not the bottom line. Working with many esteemed clients, his portfolio of work ranges in genre from conservative to ultra-modern including American Family Insurance, United Airlines, Mazda 6 and RX-8, Illinois Lottery, Tyson, Miller Genuine Draft, Nike Air Force 1, and Mercedes Benz, to name a few.  
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