As broadband options multiply, customers are increasingly choosing providers that align with their values, not just their speeds. This session explores how ISPs can position themselves as lifestyle brands by emphasizing sustainability, privacy, digital empowerment, and community investment. The focus is on turning brand purpose into something tangible that customers recognize and trust. Panelists will discuss how green initiatives, responsible technology practices, and authentic storytelling can become meaningful differentiators rather than marketing slogans. Attendees will leave with ideas to build a brand that resonates emotionally, grow loyalty and advocacy, and compete against larger providers by standing for more than connectivity alone.