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AT&T Imagines The Future With “Rethink Possible” Initiative

Posted by Sheila Shayon on April 8, 2010 12:20 PM

Spring is in the air, and AT&T’s latest brand campaign reflects not only the changing seasons, but underscores the emotional evolution of an entire nation. “Rethink Possible,” the overall theme, offers an optimistic posture that the worst in our recent economic travails may be over.

As one of the America’s top five advertisers, AT&T’s ad campaign serves to remind consumers of a hopeful and enduring cultural ethos we all share. The spirit of the messaging is “in keeping with what an innovative company like AT&T embodies… regardless of the economy,” according to Esther Lee, SVP, marketing and advertising.

This new effort focuses on brand image and aims to reposition AT&T as the modern and ambitious company it is today.  Consumer research indicated that “people understood we had evolved, but there wasn’t enough acknowledgment of us being an innovative company,” said Lee.

Mobile communications, specifically the iPhone and data services, now deliver 70 percent of AT&T’s annual revenue.

The new campaign leverages the iconic AT&T globe logo as the connective tissue to consumers, and plays down the traditional AT&T letters. This significant branding change is intended as “a leadership move,” according to Craig Stout, senior creative director at Interbrand, the agency behind the design aspect.

AT&T recognizes that the explosive growth of wireless broadband and products like the iPhone have put pressure on the network, “but that’s what happens when you live on the tip of the spear,” said Lee.

And with that sort of grip on reality, the door to possibility suddenly swings wide open.


Illuminate Marketing - Toronto Marketing Firm Canada says:

I'm not sure about this approach.
I like what they're doing with the idea of "Possible" but I feel like the whole "Think" thing has been done: Apple with "Think Different", Saturn with "Rethink American", IBM has used "think" etc.
I think "It's Possible" or something in that vein would have worked better.

Here's a flash video on their website:

Arie Opps
Illuminate Marketing

April 9, 2010 01:20 PM #

Tom Marin United States says:

I completely agree with Arie's assessment. AT&T has too many difficulties providing its current services to begin a visionary "Thought Leadership" campaign. Good grief. The company can't deliver a consistent cell connection in major cities, why would they 'think' anyone would put their trust in what the company has to say right now?

This is the sort of thing a really large marketer gets to do because it has the money to do so. Their problem is few are going to believe much of what they have to say.

April 10, 2010 12:01 PM #

Vitaly Demin United States says:

I just published a short article on this new marketing campaign of AT&T. Please take a look if you're interested. I would appreciate any kind of feedback. Thank you.

Here's the link:

Vitaly Demin
Partner. Strategic Management, Branding and Marketing.
Eames Management Group

April 21, 2010 09:43 PM #

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