As part of an effort to get past the company's fight with Verizon last year and to better position themselves as a "lifestyle company," AT&T tells Advertising Age they're launching a huge new rebranding effort. AT&T will ditch the "Your World Delivered" (to the NSA, many joke) slogan, and will be replacing it with "Rethink Possible." AT&T is the nation's fourth biggest spender on advertising, and the campaign is the first for former Coca Cola executive Esther Lee. Lee tells Ad Age that the rebranding will impact all AT&T businesses and was in part driven by their feud with Verizon (you'll recall Verizon's misfit toys ad):It's not too surprising that AT&T wants to "get past the competitive conversation," given said conversation last year focused either on AT&T's wireless network being congested, or AT&T's HSDPA wireless broadband footprint being limited. If you're at all curious, you can get a glimpse of the new ad campaign in motion over at the AT&T website. The new ad campaign appears to be ready to trade in AT&T's old orange branding, retained after their Cingular takeover.

One obstacle for AT&T marketing is that, like Qwest, the company wants to be seen as a next-generation communications company. However unlike Verizon, they weren't willing to invest in fiber to the home. That means they'll be nursing copper for much of the next decade, and simply won't be able to offer the same speeds as cable DOCSIS 3.0 upgrades. So by rethinking what's possible, AT&T apparently means everything but fiber to the home. Also apparently not possible? iPhone tethering.