AT&T Rebrand
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- ideaist0
"All media exist to invest our lives with artificial perceptions and arbitrary values." - Marshall McLuhan
- ARTsamurai0
i like it.
- Iggyboo0
In many ways Brands are going the way of experiences, and interactions. Partly because to stay relevant today more than ever their is a required conversation between brand's and their audience. You can look at this shift between traditional marketing brand > message > audience > end. to today's social media marketing model which is: brand > message > audience > reply > brand > reply > audience and so on.
- identity0
Service Vs. Lifestyle?
Thank goodness we know what AT&T does... Watching that love-fest made me think twice about getting so pissed off everytime I have to pay my $120/month cell phone bill
- stewdio0
Hmmm... I was expecting to see an actual rebrand. Not an ad campaign ;)
- xcarlx0
meah...
The message here is meaningless..."rethink possible" is right up there on the level of stupidity with Hershey chocolates "pure togetherness" campaign. There is nothing clever about it, it is just buzz words, animated.Plus they can re brand all they want, but doesn't mask the fact that they have bad customer service, mediocre wireless coverage, and charge too much for their over hyped wired and wireless service. i think most people know that the only 2 things keeping their customer base are the iphone, and overly restrictive contracts.
their "rebrand" should be working on the public perception of the company, which sadly, is based on a lot of folks real world experience.
- identity0
I wonder how many millions of dollars were shilled out (my/our money, btw) so some flavor-savor sporting creative director could explain how at&t is "so multifaceted" so "the logo is made up of everything, because that's how you should position yourself - as the company of everything"... FUCK...
- LOL ...Ramanisky2
- you nailed that creative director stereotypelambsy
- SteveJobs0
eighty and tee, re-thunk
- lukus_W0
You could apply that advertising message to ANY company - I don't think there's anything that makes it stick to AT&T in particular. When Honda produced a brand campaign along similar lines, I think they stood out as considered, inventive and interesting.
This was a pile of superficial, unconvincing, twee, over-emphatic, saccharine bullshit (imo). They're trying to be quirky and personable - but I reckon it comes across as generic and faceless.
Re: the logo 'reimagining'; lets face it.. the designer has brought a vector version of the AT&T logo into illustrator and has let rip with some filters.
- plash0
at&t can go fuck themselves.
- October0
MTV did this decades ago
- lukus_W0
What advertisers are now required to do, is morph a set of human characteristics onto the hulking, lumbering frames of these multi-billion dollar corporations.
They want us to subconsciously assess the worth of a corporation in exactly the same way that we assess the human relationships in our life. They're trying to get us to build up a positive emotional response towards their brands.
It's not good.
- honest0
is this is a case of a new marketing director getting hired on the basis on their ability to grant private favors to board members?
- cannonball19780
lots of telling and no showing
"thats nice. whatever."
- stewdio0
Is this supposed to be meaningful? Or inspiring? It's pure shit.
If that seems harsh, consider their "YOU WILL" campaign from the early 90's. That was inspiring. They had Bell Labs. They had ideas. They had money and engineers. And those engineers were actually DOING stuff. When AT&T talked about innovation, like in the "YOU WILL" campaign, it didn't feel like they were just throwing around buzzwords. Because they were actually inventing implementations of these ideas. The ideas for the ads came from what was happening in the labs. Now that's inspiring.
- stewdio0
Sorry @Ramanisky2, that wasn't directed at you at all. Just venting frustration with things in general. My heroes are all in boxes it seems ;(