Archived report: this report was archived in April 2006 and has not been updated. While branding always has been an essential element of the industry’s marketing strategies, it is questionable if they industry has been able to link that to a value proposition. The reputation of telcos and cable TV companies is in general well below other industry benchmark figures. You can’t buy a brand, you have to earn it. The problem is in direct relation to the lack of customer service that is experienced in the market. Long delays for service; inflexible product offerings and prices and an in general arrogant attitude are not creating the ideal environment for customers to trust the industry.