What happened to the Sprint Brand Spirit?
After the extensive changes that have come with our transformation, we found that the Sprint Brand Spirit no longer was an accurate reflection of who we want to be as a company. In 2004, the Brand Council went through an extensive process to determine what is the appropriate way to talk about our brand. The result was the current brand positioning statement. To simplify our language, the new statement is referred to as the Sprint Brand Positioning rather than a “brand spirit.” The new positioning statement takes the place of the former corporate vision. It serves as the unifying statement that sets a focus for the enterprise and links the divisional business positionings.
