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AT&T is changing its image

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It looks like AT&T is rebranding itself again .  Remember when we went from the AT&T lettering to the globe plus lettering?  AT&T wants to make itself a “consumer and lifestyle” company instead of a telecomm/wireless carrier company.

According to an article over at Geek.com:

The initiative is being described with the “Rethink Possible” slogan, presumably to indicate the carrier’s readiness to let go any aspect of its familiar brand identity in favor of the new corporate image.

The AT&T logo itself will be tweaked as part of the change. Gone is the “AT&T” copy beneath the logo, leaving only the globe itself. By doing so, marketing experts could note, AT&T is joining Apple’s ranks.

The Cupertino firm claims the only worldwide-recognized corporate logo without the brand’s name included in the logo.

AT&T will also spend an undisclosed sum dressing up their 2,200 nationwide retail spots in a bunch of colors. Rollover minutes may be a goner, too, AdAge reported:  AT&T standdbys such as rollover-minutes spots might disappear if they don’t fit under the new framework.

Ouch.  No more rollover minutes?  I know people who LIVE on their rollover minutes and dont touch their monthly stipend.  Its made many a family plan easier to live with from a usage point of view as well as monetary.  Its been a huge part of AT&T’s appeal (aside from the iPhone).

I am all for rebranding and marketing.  A company’s image can get stale after a while and its up to the company to get people excited about them again.  Its how the company keeps itself in the minds of the consumer, and makes them more money in the long run.  But, changing some of its plans in a way that will hurt their customers?  Maybe they should think a little more on that one.

Read more: http://www.geek.com/articles/mobile/att-re-positioning-itself-as-a-lifestyle-company-2010049/#ixzz0knXPY7bH

A 15-year veteran of the tech wars, Amy is a gadgetgrrl from way back. Amy is started with the her first PDA, a Palm Pilot III all the way through her current sidearm, a T-Mobile G1. She suffers technolust like any good gadgetgrrl, but its always tempers with whether it will match her shoes and handbag. She bounces from one device to another. She is an OS agnostic-- liking them all for different reasons. She has seen it all and wants to see more.

5 Comments

  1. turn.self.off

    04/12/2010 at 10:19 am

    funny that claim about the apple logo. iirc there have been indications that people recognize the logo, but do not know what company name it belongs to…

  2. tabletenvy

    04/12/2010 at 12:05 pm

    They’ll never shake the “Death Star” image attached to their logo.

    Score one for Berkeley Breathed and Bloom County.

  3. Fred

    04/13/2010 at 12:59 am

    They should improve their network, because pretty soon the logo will bring bad memories to peoples minds.

  4. GoodThings2Life

    04/13/2010 at 4:56 am

    AT&T has been, is, and will forever be a lousy company with lousy interest in consumers. I remember when they were forcefully broken up over it. They haven’t improved.

  5. Rusched

    04/13/2010 at 6:38 pm

    When I read that excerpt it sounds to me more like they will just be losing the rollover minute advertisements, not the rollover minutes themselves. Still too bad, I like those spots with the the kids not wanting to use the “old” minutes.

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