When T-Mobile began its “Get More” campaign four years ago, executives at the Deutsche Telekom's U.S. subsidiary knew that it would take more than flashy commercials with Catherine Zeta-Jones for the cellular provider to build a strong brand. At the time, the Bellevue, Wash. — based cell-phone operator was ranked last for customer service among the large mobile-phone brands. To turn that around, executives realized, they would need to work harder at motivating their ...

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