This study aims to derive successful brand strategies from the campaign 'Thinking Way T' focused on the new campaign 'Beyond Reality'. This case study helps to know how to build, maintain, and fortify brands in a competitive and rapidly changing environment. In order to build, maintain, and fortify brands, we need 'relevance', 'consistency', 'development', 'two-way communication', and 'long-term campaign'. First, SK Telecom built the brand identity based on the feature of products. Second, SK Telecom has consistently delivered the same brand identity from the first stage. Third, SK Telecom has developed its brand extended-identity by considering the marketing situation. Forth, SK Telecom has communicated messages to customers in an interactive way. Fifth, SK Telecom has been carrying out campaigns based on its brand identity for years.