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Is brand campaign paints a compelling future of the new Sprint, while communicating the strong individual heritages of Sprint and Nextel," said Mark Schweitzer, chief marketing officer at Sprint. "The new campaign captures the vision of Sprint as the only company capable of offering customers the broadest choice and flexibility of wireless and wireline communication products and services, so they can do whatever they want, whenever they want." The campaign promises the new Sprint will challenge the rules, end limitations and stand against restriction. The new Sprint will make digital life simple, instant, enriching and productive. The campaign promise will be proven in the market with new plans and a new customer experience. The company did not disclose its spending on the campaign. Retail Brand Makeover Also across the nation today, an unparalleled retail brand makeover will be taking place that will re-brand the interior of company-owned retail stores overnight. Starting tonight, the
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At 6 o'clock on the night of its makeover, making it difficult for Gulley to decide whether to tell employees to prepare for an all-nighter, or give up and go home.Consistency and coordination were critical for presenting the united front: Today, the combined company is launching a multimillion-dollar advertising blitz that will use 150 newspapers, 250 television stations and 36 national magazines.Staff members at Sprint's operational headquarters in Overland Park, Kan., spent several months before the deal closed planning every detail of the changeover, down to where to put the faceplate accessories and how many stenciled logos need to be changed on the store's frosted-glass panels.Each store received a "planogram," an architectural blueprint of the store, with numbers mapped on the diagram to match each bin, accessory, brochure and sign with its proper location.At 9:15 p.m., with some customers waiting to finish their transactions, Matrona Busch, a manager who oversees roug
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