By Karl Bode; Broadband ~ Apr 10, 2014
According to the New York Times and an AT&T blog post, AT&T will be ditching the company’s “rethink possible” marketing mantra and replacing it with “mobilizing your world.” AT&T is ranked number 3 on the list of biggest United States advertisers, spending $1.8 annually. Why the change? AT&T tells the Times that research suggests the old slogan just didn’t convey they oodles of “innovation” and “value” AT&T provides consumers:
quote:
Consumer research spurred the change, said Esther Lee, senior vice president for brand marketing, advertising and sponsorship at AT&T in Dallas. While consumers knew and remembered “Rethink possible,” Ms. Lee said, the research found that the phrase did not sufficiently convey the idea that AT&T is “driving the mobile revolution” through innovation. The new theme better communicates “the specific value we’re creating” for consumers, she added, and that “it’s not just about making a phone call.”