2009 has been an good year for AT&T. Despite the fierce ad competition with Verizon, AT&T still gained 7.3 million wireless subscribers – the company’s best annual report ever. However, AT&T’s momentum may be short lived as their exclusive contract with the iPhone, which attributes to 70% of annual revenue, ends in 2010.
Consequently, AT&T is revamping the framework of their brand. Welcome to, “Rethink Possible”, AT&T’s new slogan, which will also be accompanied by the widely recognized and revised globe logo.
Under the supervision of Esther Lee, AT&T’s Senior VP of Branding and Marketing, the rebranding endeavor will refocus the company as a lifestyle company. They hope consumers will think of AT&T as company of innovation, and not telecommunications and bring the attention back to consumer conversation, not advertising arguments. The campaign is meant to polish AT&T’s image, rather than sell particular services and products.
As the campaign develops, most AT&T product and service advertisements will eventually phase out, including the television commercials staring Luke Wilson.
Open questions to the smartest Marketing People – feel free to answer especially if you work for AT&T
- Does it matter to become a lifestyle brand ?
- Is AT&T ‘s brand capable of delivering the kind of value in their products that live up to Apple’s?
- Can you commoditize a product/service into a lifestyle?
- AT&T forces customer loyalty with binding contracts for their products. Do they deserve this loyalty?
- Given the overwhelming online and off-line buzz about poor network performance, what can AT&T do to affect the consumer conversation?