Sprint Aims to End Confused Retail Message

Marketing messages tend to fail when they are not in harmony with a product's perceived values and weaknesses, or when the messages are ambiguous. 



So it was likely the case that many observers were confused about Sprint's recent "Newest Network" retail message. What the heck is that supposed to mean?



"Fastest network" people would understand. Likewise, "best network" or "most affordable network" or "best coverage" or "most reliable network."



Those who follow networks would know why Sprint did not try any of those. 



Now new Sprint CEO Marcelo Claure appears ready to ditch the confusing message with one that makes sense. 



Claure says  "very disruptive" rate plans are coming very soon. And the new positioning will at least make sense.



"When you have a great network, you don’t have to compete on price," Claure said. "When your network is behind, unfortunately you have to compete on value and price." 



That at least would be congruent with what many consumers actually think about Sprint. Sprint doesn't have to claim it has the best network. It only has to tout its fundamental proposition: value.