1 | Slack and Company, LLC | 233 N. Michigan Ave., Suite 3050 | Chicago, IL 60601 | T 312-970-5800 | W slackandcompany.com A big splash in a deeply competitive pool Tellabs was a traditional voice-focused cross-connect company expanding into a data arena already populated by heavyweight competition such as Motorola, Cisco Systems, Alcatel-Lucent and Nortel. The company needed to quickly build a strong, differentiated brand. The challenge was clear: in a low-interest, highly commoditized category, how does a latecomer to the market differentiate itself from the competition? Slack and Company decided to organize Tellabs’ brand campaign around an emerging category of early adopters identified as key influencers in their market: “echo boomers.” These children of baby boomers a

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