AT&T’s New Slogan, “Rethink Possible”

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

  1. Does it matter to become a lifestyle brand ?
  2. Is AT&T ‘s brand capable of delivering the kind of value in their products that live up to Apple’s?
  3. Can you commoditize a product/service into a lifestyle?
  4. AT&T forces customer loyalty with binding contracts for their products. Do they deserve this loyalty?
  5. Given the overwhelming online and off-line buzz about poor network performance, what can AT&T do to affect the consumer conversation?


4 thoughts on “AT&T’s New Slogan, “Rethink Possible”

  1. admin Post author

    Apple sure is a difficult company to compare.

    We know AT&T is putting a ton of effort (and money) towards this re-branding endeavor, We’re very interested in how they can change their image in a year.

    We’ve already noticed a ton of advertisements on TV and in print.

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