Time Warner Cable faced the reality that, after decades of growth through mergers and acquisitions, there was no clear understanding of the company’s history. If you asked ten different employees when the company was founded, you might hear ten different answers. Glenn Britt, Time Warner Cable’s CEO who has been with the company for more than four decades, was well aware of the organization’s complex evolution and wanted to capture the story of a true industry innovator and pioneer in the form of a book.
Time Warner Cable’s communications team also viewed the project as a way to accelerate the cultural transformation that began with the company’s separation from Time Warner Inc. Time Warner Cable had developed its own mission and values to begin defining what the company stood for as an independent entity. As part of that transition, Time Warner Cable wanted to identify and celebrate technology and service milestones in a previously untold story of being a broadband pioneer, both to engage and motivate employees and to reinforce Time Warner Cable’s innovator status with customers, the media and legislators and regulators. Last, Time Warner Cable had updated its brand and logo, retaining and elevating the “Eye and Ear” icon. The book project was seen as a way to reinforce the vibrancy of the new brand and use it to reinforce the company’s commitment to delivering content to its customers on multiple platforms.