Small and medium business customers have a high dissatisfaction of perceived value of Internet service providers with shared displeasure with technical support, customer service, reliability, and ease of use. After recently rebranding to Kinetic Business, Windstream needed to both promote its newly enhanced fiber optic network along with its renewed commitment to customer service for local businesses. Utilizing the “It’s in our fiber” positioning, this campaign addressed both needs concisely, clearly, and at the same time.