Rethink What?

In what I think is a very strange turn of events, AT&T announced they will undertake a huge re-branding project.  This represents a shift from their recent "ours is bigger than yours" campaign against Verizon concerning their respective 3G networks.  AT&T's goal is to re-brand themselves as an innovation and lifestyle company and they, I guess, assume a new tagline and dropping their name from trademark logo will do the trick.  Of course this will not really work unless they up their product development and get some much better product development.  And then there is that pesky network problem that there are still trying to run from.  At this point they need to focus on making the only lifestyle brand they sell, iPhone, actually work as well as it's supposed to.

Interestingly, the new tagline, "Rethink Possible" makes me wonder.  While the copy does have a breath of innovation and out-of-the-box thinking entwined in it, it also makes me think of a basic question: does the line match the company?  Is AT&T really known for innovative thinking and lifestyle brands?  Esther Lee, VP-Brand Marketing has a huge task on her hands as she tries to move the consumers mind towards this line of thinking; and I do think it will take time.  In the meantime, maybe AT&T can rethink if it's possible to get those iPhones running smoother.

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