D. JonesWho's Afraid Of....Verizon?
April 11th 2010 08:30
AT&T overhauls image: Is it afraid of the Verizon iPhone? AT&T, everybody’s favorite whipping boy (maybe because they have Cingular too!) is attempting to overhaul its image as a “lifestyle company” (sounds like condoms!) and apply a positive attitude in its advertising.
This change in its approach to branding, entitled “Rethink Possible,” comes after an obnoxious and drawn-out war with Verizon over network issues (a battle AT&T ultimately lost) and is perfectly timed with rumors that Verizon will get an iPhone later this year (Ivan has his fingers CROSSED!) A run-through of AT&T’s latest television spot reveals a company with a cutesy pep in its step. Instead of blasting its competitors or even mentioning the strength of its EDGE (not 3G) signal, AT&T wants to focus on company innovation (Smart move..don't want to upset anyone at this crucial time!)
Esther Lee, senior vice president for brand marketing and advertising for AT&T, told The New York Times that the spirit of “Rethink Possible” is “so much in keeping with what an innovative company like AT&T embodies.” David Lubars, chairman and chief creative officer for ad agency BBDO North America told the Times that “Rethink Possible” moves AT&T “out of the gloom” and props it as a “forward-thinking, optimistic company.” (Of course he would say that, he is a marketing executive!) Among the casualties of the shift in focus are the Luke Wilson ads, its old logo, and even perhaps mention of AT&T’s rollover minutes (They ARE getting serious!)
But that’s all ad-man talk (Sure is!) What is AT&T actually doing to evolve its company and products? After all, AT&T claims it spends “an average of $18 billion to $19 billion a year (Wow! And most people say they STILL suck!) on our network, our technology and our inventions, in order to drive the future of how people are going to live on our network.” Well, besides pumping $2 billion into its network in preparation for the iPad 3G, what else? And what does “lifestyle company” mean anyway? (I'm telling you, the phone comes with a lifetime supply of condoms! Hey, AT&T are THAT desperate!)
What the new logo SHOULD look like!
“Rethink Possible” (because until now, everything about them has been IMPOSSIBLE, perhaps?) It sounds like a dying-breath attempt at restructuring a company that many deem itself broken trash. If Verizon and its beefy 3G network get an iPhone, AT&T is in serious trouble (Yeah, buddy!) There will be many folks who will bail out on their AT&T contract and termination fees be damned! Still, AT&T retains a solid relationship with Apple, seeing as it will provide 3G service for the iPad and give consumers a chance to duck the Wi-Fi iPad’s connectivity issues. But once Apple starts bed-hopping (I SWEAR "bed-hopping" was in the original article! Metaphorically speaking, this is why AT&T will NEED the condoms...multiple "partners!") between two cellular companies, the future of AT&T as a carrier is up for grabs. Check out these TWO new commercials..they are so sugary sweet, they will give you cavities! I like the second one for the song...you can't go wrong with "Willie Wonka!"
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