Boost understands that brands are an integral part of today’s youth identity. Boost customers purchase more than pay-as-you-go mobile phones and services; they buy an experience. Everything we do is purposeful, meaningful and consistent with the aspirations of young people.
Boost Chirp™

As the only wireless service provider to offer any true service differentiation by making Sprint Nextel’s nationwide walkie-talkie service available as a pay-as-you-go feature, Boost Mobile enables today’s youth to communicate on their terms, at their own pace. Available on all Boost Mobile phones, Boost Walkie-Talkie, also known as the CHIRP™, is the first and only international pay-as-you-go, long-range digital walkie-talkie service that allows instant, unlimited communication anywhere on Sprint Nextel’s nationwide iDEN network. By pressing the Boost CHIRP™ button on the side of a Boost Mobile phone, customers can instantly connect with other Boost or Sprint Nextel subscribers who are on the company’s nationwide iDEN network.
Sponsorships & Events

A key aspect to Boost Mobile’s branding and awareness strategy is the creation and sponsorship of world-class action and urban sports events, leading entertainment programs, and other youth-centric activities that inspire and entertain millions of youth. In 2004, Boost Mobile hosted and sponsored some of the world’s biggest action sports events, including the “Boost Mobile Pro of Surf” – the only ASP World Championship Tour event for surfing on the U.S. mainland, the “Boost Mobile Pro of Snow” – showcasing the world’s best snowboarders with live performances from multi-platinum hip-hop artists and the “And 1/Boost Mobile Mixed Tape Streetball Tour” – Boost’s first national tour sponsorship and its first urban-focused streetball sponsorship. Some of Boost’s major sponsorships and events for 2005 include the DUB Super Series car show, a national freestyle motox tour, And1 Mix Tape (street basketball) tour, the fourth annual Boost Mobile Pro of Surf, NBA Summer Basketball Camps and the Yamaha of Troy Boost Mobile Motox Team.
Boost Partners

Branding is also about relationships. Boost Mobile has strategic partnerships with highly recognized brands such as Quiksilver, Roxy, Billabong, DUB, And 1, Yamaha of Troy and personal relationships with athletes, musicians, actors and various youth-orientated tastemakers. Boost ambassadors include hip-hop artists, and more than 50 of the world’s top athletes in surf, skate, snow, streetball, motox and BMX. Our association with these popular lifestyle brands and trendsetters reinforces BoostMobile’s authenticity among young consumers and uniquely positions the Boost brand to lead the wireless industry in the youth market.
Advertising

Boost realizes and embraces the need to offer advertising that is authentic and credible to today’s youth. We understand that “traditional advertising” sometimes only yields one-dimensional results; hence we strive to develop relevant cultural branding experiences for our audience. Some of Boost’s past advertising campaigns include the irreverent “Old People” ads that leveraged the hip language of youth and juxtaposed this with old people in youth oriented environments and scenarios, and the iconic “Anthem” campaign featuring original music by hip-hop stars Kanye West, Ludacris and The Game in a music-video-style commercial. BoostMobile’s new “Pivotal Moments” campaign highlights humorous yet pivotal moments when the Boost Walkie-Talkie “chirp” changed some celebrity lives forever. Boost continues to drive and evolve a brand immersed in youth lifestyle and culture that reflects the values of our target market.
Products & Services

BoostMobile offers innovative, voice and data products and services that offer feature-packed value and simplicity to meet the lifestyle needs of today's active youth. Boost is a brand that attracts street-savvy, irreverent youth who live large, yet aspire to the next level in their lives. These lifestyle elements are reflected in the design and custom features of Boost Mobile phones. From the Boost i285 featuring the first keyboard with a flame facade, and a discreet vanity mirror located inside the handset’s back cover to the limited edition i860 “Woody” phone with retro wood grain styling designed to appeal to young trendsetters seeking vintage style, Boost aims to complement youth wants and needs with fresh and innovative wireless products that reflect individual expression with convenience features that are uniquely suited to today’s active young wireless users. Boost phones also draw youth appeal with pre-loaded and downloadable Java® enabled games; polyphonic and real music ringtones; celebrity voicetones, voice-activated dialing, wireless web access and text messaging.
Retail Distribution

BoostMobile product is available at locations where youth prefer to shop, including Best Buy, Target, Wal-Mart, Musicland, Sprint Stores, wireless outlets, convenience stores and youth retailers that focus on music, fashion and action sports activities. Through its broad distribution, Boost Mobile has become an authentic part of the overall lifestyle culture and gives customers added flexibility in how and when they make their purchases. Wireless users are able to renew their airtime minutes by purchasing Re-Boost® Cards rather than committing to a monthly plan. Re- Re-Boost® Cards are available for purchase at Boost Mobile retail locations including 7-11 and other convenience stores as well as alternative locations like participating surf and skate shops. Users can also Re-Boost online at www.boostmobile.com.
Our People

Boost started with a vision to create a distinct corporate culture embedded in youth lifestyle and then fashioned a brand that’s an extension of that culture. The result is Boost, an authentic youth brand with nothing false or forced. The Boost brand continues to be defined not just by what we say, or even by what we do, but by who we are. Our brand personality is rooted in the staff of our organization. Boost Mobile employs a cross-functional team of individuals, many of whom come from youth-oriented marketing, action sports and entertainment industries. Boost’s employees understand and are able to communicate with these industries on an authentic level.

Cited:
http://www.boostmobile.com/about/boost_bac..._different.html