I don’t know about you, but I was pretty darn tired of seeing all those Verizon and AT&T map ads. This was a perfect example of what began as a good idea turning into a confusing mess, as each company tried to one up each other. So it comes as a relief to hear that AT&T has decided to move on.
The ambitious rebranding effort they are launching on the Masters, dubbed “Rethink Possible,” seeks to change consumer perceptions of AT&T from a telecommunications company to an innovation company. With yearly media spending estimated at $1.87 billion, they certainly have the funds to do it. (Patel, 2010)
But, I have to admit. I was kind of hoping they’d bring back “Reach out and touch someone.”
Patel, K. (2010, April 8). After Bruising Ad Battle, AT&T Looks to Rebrand as Lifestyle Company. Adage.com. Retrieved April 14, 2010, from