With customers, the goal is demand generation and brand recognition, Glavin says. We absolutely nuked those cities. Broadwing hit affluent male and business customers through network sports, CNBC, CNNfn and other targeted cable networks. Our first year, we said let's just get on the radar screen. Glavin says Broadwing's research shows the company is among the top five backbone providers in unaided awareness, behind Qwest, Global Crossing, Teligent and Williams.
Customers are pretty willing to write a check.
They are willing to give the next generation carriers a shot at their business. When branding a company, Glavin says it's important to be patient. I can't accomplish brand awareness and brand relevance in the same year. But Glavin is starting the process to market what Broadwing thinks is it's competitive edge. We've invested in Corvis and we're big believers in optical transmission.