the truth:

People don’t believe there is a viable and trustworthy option against Tier 1 communication providers.

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the plan:

When the price is too good to be true, lead with the brand. By drawing a parallel between Tie Domi, his physical height and stature and his role as an underdog in the NHL – and – Comwave’s fight against the Tier 1 phone companies, we showed customers that the smaller guy can actually be more capable than the juggernauts.

i. Stand up to the Big Guys, like Tie does!

ii. He’s a bundle of joy, ain’t he?

iii. Just try calling from your mobile. You’ll get beat up!

iv. They might be Big, but their deals are teeny-tiny compared to Comwave.

v. Big newspaper for the big news!

vi. A small man that goes the distance.