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AT&T Begins Massive Rebranding Effort
'Rethink Possible.' Just Don't Expect Last Mile Fiber To Be Possible

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):

quote:
Click for full size
"It's dominated more our industry conversation than our consumer conversation," Ms. Lee said in response to the Verizon ad wars, adding that it's time to "get past the competitive conversation and talk about what's in it for the consumers."
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.
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Duramax08
To The Moon
Premium Member
join:2008-08-03
San Antonio, TX

1 recommendation

Duramax08

Premium Member

Rethink possible

so its possible to bring dsl down my road then?

CaptainRR
Premium Member
join:2006-04-21
Blue Rock, OH

CaptainRR

Premium Member

Re: Rethink possible

I doubt it too busy wasting money on rebranding now besides I threw in the towel on hopes of anything better than a telephone 5 years ago.
JonBoySC
join:2009-06-26
Pickens, SC

JonBoySC

Member

Re: Rethink possible

How can they "Rethink" possible, when they never "thought" possible in the first place?

Duramax08
To The Moon
Premium Member
join:2008-08-03
San Antonio, TX

Duramax08

Premium Member

Re: Rethink possible

I believe its called a dslam that can make it "possible". Its not impossible amirite? Sure profits might take time but it will get there. I also wonder where I am on this dsl list they said I was on 5 years ago......
CopperFiber
join:2009-12-08

CopperFiber to JonBoySC

Member

to JonBoySC
The question is when is AT&T GOING TO SELL OFF THEIR COPPER AND LANDLINE AND DSL?
pandora
Premium Member
join:2001-06-01
Outland

pandora to JonBoySC

Premium Member

to JonBoySC
said by JonBoySC:

How can they "Rethink" possible, when they never "thought" possible in the first place?
That was my first thought on reading the headline.

It is so time for AT&T to bring fiber to the home. I'm long off DSL, and starting to be long off POTS. AT&T would have to make a compelling offer to get me back. Renaming DSL isn't going to cut it.
33358088 (banned)
join:2008-09-23

33358088 (banned) to JonBoySC

Member

to JonBoySC
said by JonBoySC:

How can they "Rethink" possible, when they never "thought" possible in the first place?
cause its IMpossible to think both ways?

EGeezer
Premium Member
join:2002-08-04
Midwest

EGeezer to CaptainRR

Premium Member

to CaptainRR
said by CaptainRR:

I doubt it too busy wasting money on rebranding now besides I threw in the towel on hopes of anything better than a telephone 5 years ago.
There are telephones in Blue Rock?

Way back when, I spent many a summer day at Cutler Lake or fishing at Rokeby Lock, then going for a cold beer at that place on the south edge of Duncan Falls. Can't remember what it was called, some Irish family name I think.

pnh102
Reptiles Are Cuddly And Pretty
Premium Member
join:2002-05-02
Mount Airy, MD

pnh102

Premium Member

Here's One

TO XFINITY, AND BEYOND!

en102
Canadian, eh?
join:2001-01-26
Valencia, CA

en102

Member

Re: Here's One

I was wondering when Xfinity was going to be mentioned.

This 'rebranding' is an attempt to have people believe that the Wall Street driven MegaCorp/Deathstar is a hip/trendy company, and not a 'Telephone and Telegraph' company.

pnh102
Reptiles Are Cuddly And Pretty
Premium Member
join:2002-05-02
Mount Airy, MD

2 recommendations

pnh102

Premium Member

Re: Here's One

I personally think all rebranding is just a waste. Why not spend the money that would be used in the rebrand effort to actually improve customer service, or improve the way products and services are delivered so that customer service is less of an issue?

Who really thinks that Xfinity is any different than Comast?

djrobx
Premium Member
join:2000-05-31
Reno, NV

1 edit

djrobx

Premium Member

Re: Here's One

Sort of...

It'd be nice if more resources went into deployment instead of advertising, but common sense dictates that the product needs to be selling well in deployed areas to keep the ball rolling. They're going to spend money on new commercials one way or the other. This is just a signal that we're going to see something significantly different. It's pretty much required to keep people's attention. Every company does it.

AT&T needs it. Luke Wilson's just not good at selling technology, and I hope they loose the snotty voice-overs while we're at it.

They need to dig up the people responsible for the old Pac Bell "Laurel Lane/Webhog" DSL ads (Pac Bell became SBC which is now AT&T). That was some entertaining advertising, and probably too effective. Scared so many people I knew away from evil "shared" cable technology.

OldschoolDSL
Premium Member
join:2006-02-23
Indian Orchard, MA

OldschoolDSL

Premium Member

To rethink possible...

I'd have to not be ATT.
EPS4
join:2008-02-13
Hingham, MA

EPS4

Member

Aah! Competition!

God forbid at&t might have to compete with other companies. Maybe if they just pretend Verizon doesn't exist, they'll go away.
Bob61571
join:2008-08-08
Washington, IL

1 edit

Bob61571

Member

My advice to AT&T

for their wireline division is: Cut all this spending on PR/Advertising and spend it on hardware for real broadband speed increases. Is U-Verse really a better strategy than Fiber to the Home?

You're losing ground to Comcast(at least around here), and other cablecos, with the DOCSIS 3 upgrades. (note-I live in Verizon territory, but nearby metro is AT&T. No U-Verse there, and no hint of it.)

Under promise, and over deliver.

mod_wastrel
anonome
join:2008-03-28

1 recommendation

mod_wastrel

Member

Rethink Possible

I like it almost as much as "Imagine Greater". (Sigh... Fie!)

Doublespeak Much?

DataRiker
Premium Member
join:2002-05-19
00000

DataRiker

Premium Member

Att...

Att is the absolute epitome of corporate scum sucking primordial ooze that gooes out of sewer drains.
yaesumofo
join:2001-05-31
Playa Del Rey, CA

yaesumofo

Member

Re: Att...

said by DataRiker:

Att is the absolute epitome of corporate scum sucking primordial ooze that gooes out of sewer drains.
And the other wireless corporations aren't?
Come on man this is simply a case of picking the best of a number of evils. It bottoms out as purely subjective.
YMF

DataRiker
Premium Member
join:2002-05-19
00000

4 edits

DataRiker

Premium Member

Re: Att...

said by yaesumofo:

said by DataRiker:

Att is the absolute epitome of corporate scum sucking primordial ooze that gooes out of sewer drains.
It bottoms out as purely subjective.
YMF
What gave it away? was it the primordial ooze part?

But your probably right my interpretation of selling out millions of innocent Americans at the total disregard for any legal protections of our highest law, the constitution, is probably "subjective"

stand up for your rights.
glinc
join:2009-04-07
New York, NY

glinc

Member

Go Back!

They should go back to Cingular......and few years later go back to AT&T again hahahaha

AlexNYC
join:2001-06-02
Edwards, CO

1 recommendation

AlexNYC

Member

Re: Go Back!

Then to AT&T wireless, then to AT&T, then to Bell something ... oh forget it ... you can't polish a turd.

Subaru
1-3-2-4
Premium Member
join:2001-05-31
Greenwich, CT

Subaru to glinc

Premium Member

to glinc
said by glinc:

They should go back to Cingular......and few years later go back to AT&T again hahahaha
LOL that was the dumbest name switch... I swear they will pull something like that again

djrobx
Premium Member
join:2000-05-31
Reno, NV

djrobx to glinc

Premium Member

to glinc
Colbert says it best

»www.phonenews.com/images ··· ular.mp4
tmc8080
join:2004-04-24
Brooklyn, NY

tmc8080

Member

famous phrasing

Lipstick on a Pig!
(broadband)- You can't equate next generation DSLAMs and the 24mbit tier as next generation broadband now that the cable companies have breeched the 100mbits (4x +) barrier--at least on the downstream.

»www.time.com/time/nation ··· ,00.html

Cable & Telco companies are using some rather old tactics to try and whitewash the old battered image of greedy broadband companies screwing consumers and offering less for more all the while taking anti-comptetitive behavior to all new record highs (or lows depeding upon your perspective).

Wouldn't it be reasonable to just overprovision the fiber at the dslams (in the highest ROI//aka high subscribership rates) so that one day they can be replaced by the last mile fiber to the premesis?

Big business always finds ways to waste money to refurbish, rebuild, and manage their public image. Will it matter is toyota rebrands its cars which had out of control brakes & gas pedals after over 12 people died due to out of control vehicles? Neither will renaming Comcasts and AT&T's broadband services to suit marketing whims. Brands get build by doing right by the consumer, and most of the telecom industry doesn't have alot to be proud of in the past decade, because consumers got more than taken advantage of in the deployment (valued into the billions) in telecom infrastructure-- more than enough to offset the good will by deploying it in the first place.
jmallory
join:2005-11-02
Essexville, MI

jmallory

Member

I liked this quote.

"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."
Apparently, Verizon isn't willing anymore.

misiek
Premium Member
join:2000-12-25
Round Lake, IL

misiek

Premium Member

Luke Wilson gone from TV ads?

I hope so...
axiomatic
join:2006-08-23
Tomball, TX

1 recommendation

axiomatic

Member

Rethink Possible.

I think "Rethink Possible." is quite apropos because AT&T never does it right the first time, they always need to rethink their decisions.

Harddrive
Proud American and Infidel since 1968.
Premium Member
join:2000-09-20
Fort Worth, TX

Harddrive

Premium Member

"lifestyle company"

wtf does that mean in 'corp speak'?
jus10
join:2009-08-04
Gainesville, VA

1 recommendation

jus10

Member

Re: "lifestyle company"

You know, living the lifestyle! Of high bills, poor service, dropped calls, rate hikes, clueless management but huge marketing budgets. What a life!

Harddrive
Proud American and Infidel since 1968.
Premium Member
join:2000-09-20
Fort Worth, TX

Harddrive

Premium Member

Re: "lifestyle company"

don't forget the lobbyists.

DataRiker
Premium Member
join:2002-05-19
00000

DataRiker to jus10

Premium Member

to jus10
said by jus10:

You know, living the lifestyle! Of high bills, poor service, dropped calls, rate hikes, clueless management but huge marketing budgets. What a life!
That is an epic post. I was laughing out loud for a good bit.
Kearnstd
Space Elf
Premium Member
join:2002-01-22
Mullica Hill, NJ

Kearnstd to Harddrive

Premium Member

to Harddrive
its the whole "we want to provide everything for your digital lifestyle" well in marketing speak.

Harddrive
Proud American and Infidel since 1968.
Premium Member
join:2000-09-20
Fort Worth, TX

Harddrive

Premium Member

Re: "lifestyle company"

oh, so they want to be Verizon without spending money on infrastructure. got it. thanks.

FFH5
Premium Member
join:2002-03-03
Tavistock NJ

1 edit

FFH5 to Harddrive

Premium Member

to Harddrive
said by Harddrive:

wtf does that mean in 'corp speak'?
They are going to push the use of a lot of unessential toys on the wireless network - like iPhones, & iPads, etc.

The new branding is too get ready for their big LTE wireless push.

dvd536
as Mr. Pink as they come
Premium Member
join:2001-04-27
Phoenix, AZ

dvd536 to Harddrive

Premium Member

to Harddrive
said by Harddrive:

wtf does that mean in 'corp speak'?
i'm pretty sure "we're gonna screw you with another unfee" will be in there somewhere.
jus10
join:2009-08-04
Gainesville, VA

1 recommendation

jus10

Member

I'm sorry AT&T

When Fedex delivers my Google Nexus One and I ditch my iPhone tomorrow I'm going to Think Different on T-mobile.

The last straw was taking away my ability to use my debit card as a credit card (ie, the system forces you to process it as an ATM charge). Perhaps you should have spent the money there instead of marketing buffoon.

Sigh, I should have been a marketing buffoon.
axiomatic
join:2006-08-23
Tomball, TX

1 edit

axiomatic

Member

" Sigh, I should have been a marketing buffoon."

AGREED COMPLETELY!

I'm of the opinion that just about ANYONE can do marketing now a days. There's no "hook" anymore.... it's all "shill" now.
dforan
join:2000-12-09
Willoughby, OH

dforan

Member

Rethink Possible

2 more words in the English language that are probably copyrighted now

cableties
Premium Member
join:2005-01-27

cableties

Premium Member

Rethink imPossible...

Dumb.

Logan 5
What a long strange trip its been
Premium Member
join:2001-05-25
San Francisco, CA

Logan 5

Premium Member

If you read between the lines....

From »www.att.com/rethinkpossible/

EXPAND YOUR BOUNDARIES OF CAN
Get Cable. It has no distance limits compared to DSL or uVerse..

SEE WHATS ON THE OTHER SIDE OF TOO FAR
Broadband speeds that you can only dream of if there's no CO or VRAD near you....

OUTSMART CANT
Don't use our products...

PUT A RESTRICTION ON YOUR LIMITS & EXPECT TO BE WOWED
"Wowed" by the high prices for slow speeds...

EXPLORE, TRY, DO
Do, or do not. There IS no try....

BECAUSE BEFORE IT COULD BE DONE, IT COULDN'T
And it still can't but hey, it could be worse....right?


SLD
Premium Member
join:2002-04-17
San Francisco, CA

SLD

Premium Member

Re: If you read between the lines....

No surprise, they found a way to jam Facebook into the page. How orginal!

Eagles1221
join:2009-04-29
Vincentown, NJ

Eagles1221

Member

More lies

They can't do DSL in my Chicago office and wanted to sell me U-Verse. Actual conversation:

Me: I find it hard to believe to get VDSL here when ADSL isn't even an option
CSR: Sir... (whiny rude tone) U-Verise is not DSL, its fiber.
Me: Yeah sure, then why does your offer page say "VDSL"
CSR: Sir I work for ATT and I can assure you us fiber.

Well I guess my fiber fed cable plant counts a fiber too!

OSUGoose
join:2007-12-27
Columbus, OH

OSUGoose

Member

Re: More lies

order it then call up to complain ur not regular

dib22
join:2002-01-27
Kansas City, MO

1 edit

dib22

Member

Rethink Possible...

AT&T: Rethink the 4th amendment.

thought of another one

AT&T: Rethink Privacy.

KrK
Heavy Artillery For The Little Guy
Premium Member
join:2000-01-17
Tulsa, OK
Netgear WNDR3700v2
Zoom 5341J

KrK

Premium Member

Yes I remember when I used to think it was possible

That the USA would have first rate broadband at affordable prices.
I used to think it was possible that we'd have new industries based on ultra fast high speed lines.

I used to think it was possible we'd be world leaders in services and new businesses all centered around high speed internet connections... that our tech economy would grow exponentially.... that the future would arrive sooner then we ever thought. I used to think it was possible we'd host our own home servers and run our own Internet businesses and services at home.

Yes, I used to think a lot of things were possible with our Internet future.

However I'm finding out, I need to RETHINK all that.

CBLMorphis
join:2001-02-25
Riverside, CA

CBLMorphis

Member

Re: Yes I remember when I used to think it was possible

Now we know why AT&T is back in the stoneage in terms of tier upgrades and better service.

Our hard earned money goes too a corp. giant too pay for ad's.

And advertise something you can't get like U-Verse.

Should be U-Suck.

enr4876
@pacbell.net

enr4876

Anon

Re: Yes I remember when I used to think it was possible

Right on the money. U-Verse in our Development "sucks". Do you think ATT is providing a service equal to or better than Comcast. Wrong, think again. ATT is offering us the Basic, cheapest version of U-Verse in a Development of homes priced above $500K. Yep, $500K in this market. Down the road were the homes are under $200K, ATT is providing the Higher End U-Verse, via fiber and some on fiber copper. Our homeowners feel ATT does not want our business and we should say with Comcast. No issues with Comcast. ATT is marketing to us its High End U-Verse and at installation the Tech is informing the homeowner of the Basic Service. It feels like 'Bait and Switch.

Don't you just LOVE ATT??
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