Marketing exec wants to shift Verizon’s transactional image into one more tied to people’s lives Boston 25 News [Video]

NEW YORK — (AP) — Verizon Communications has long enjoyed its position as the leading provider of mobile services in the U.S. But a new trend of price-conscious customers holding onto their old phones has hurt the bottom line for telecom companies seeking to capitalize off the sale of new mobile phone lines.

Enter Verizon Chief Marketing Officer Leslie Berland, who joined the telecom giant in January. She was Twitter’s first chief marketing officer nearly a decade ago and spent about a year at Peloton after leaving the social media platform in 2022. She started at Verizon in January and announced the company’s first rebrand in nine years, including a bold update to the iconic checkmark logo.

The rebrand has been paired with fresh promotion of Verizon’s myPlan platform, which allows customers to pick and pay for select services. Verizon also announced a partnerships with streaming services — such as …