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Skype
The short version of the story Forget the days of limited minutes, roll-over minutes, or free minutes (to only a couple people). Welcome to the world of Skype, the world of phones calls without limits. By changing the way that Skype talked about itself, from “we do video chat,” to “we do telecommunications,” we moved it into a new category. We were no longer competing with GChat, but now with Vonage and Comcast. Why? Because our $10/mo. unlimited call anywhere plan kicked all their butts. Welcome to the “Bajillion Minute Plan.” Taking the strategy of “phone call without limits,” we rebranded that $10 plan into the “Bajillion minute plan” and explored what the world would be like as a “Bajillionaire.” Need the 411 on Skype? BRAND STRATEGIST resume