NEXTEL

In 2002, Nextel was seen by most consumers to be a technological tool that enabled the user to make fast calls and fast decisions. While cellular phones offered the same benefit, the very action of dialing created a distance between the caller and the person receiving the call.

Mindcode discovered through Brandgenetics™ that what Nextel really offered its users was “control” , particularly when it was used as a business tool.

This not only fulfilled Nextel users´ main desire to be “in control” of the immediate future, but also on a day-to-day, hour-to-hour, and even a minute-by-minute basis.