T-Mobile branded itself as a big corporation that didn’t act like one, identifying as the “Un-carrier”—approachable, straightforward, and always keeping the customer’s interests in focus. As the company went from underdog to claiming the top spot in the U.S. mobile industry, content optimization became imperative, and the brand got more sophisticated and streamlined. Site and featured product copy is benefit and offer-driven, while social copy leaves room for fun and optimism.