Total Wireless, a prepaid MVNO carrier previously associated with Verizon, has undergone a significant rebranding. As of July 11, Total by Verizon is now Total Wireless, complete with a new logo and store branding. This change reflects the carrier’s desire to establish its own identity separate from Verizon while still benefiting from its network support.

According to Verizon Value CMO, this rebranding aims to showcase Total Wireless as a customer-centric brand focused on speed, network reliability, and empowering its users. The move also aligns with Verizon’s strategy to differentiate its prepaid brands and tailor them to specific market segments.

Key highlights of the Total Wireless rebranding include:
– Targeting the Hispanic audience with value propositions such as free phones with 5G connectivity
– Introduction of a rare 5-year plan price guarantee for customers
– Retaining the iconic red color in the new Total logo as a nod to its association with Verizon

The decision to rebrand Total Wireless stemmed from customer feedback indicating confusion about its relationship to Verizon. By launching a Spanish-language Superbowl ad on Univision and eliminating all Verizon branding, Total Wireless aims to connect more effectively with its target audience.

Overall, this strategic rebranding effort demonstrates Total Wireless’ commitment to providing innovative telecommunications solutions while establishing its unique brand identity in the competitive mobile market.

By Cheryl Gresham, CMO of Verizon Value