How Visible’s Minjae Ormes Leverages Community and D2C Thinking To Fuel The Modern-Day Mobile Carrier

How do you make a name for your brand in an industry teeming with barriers, amidst well-established competitors? Just ask the team at Visible and their fearless marketing leader Minjae Ormes. As the first all-digital wireless carrier in the U.S., this offshoot brand from Verizon is challenging traditional teleco conventions, tapping into modern-day, direct-to-consumer strategies while leveraging the power of an established network. From building a lifesize “music box” to represent its transparency to being shortlisted at Cannes for its anti-store 404 campaign, Minjae shares how applying an entrepreneurial mindset and throwing out the playbook is helping the brand gain traction.

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alexa.comeau@adweek.com Alexa Comeau is the programming manager at Adweek, where she works on event curation while dabbling in some writing.