AT&T is in the process of revamping its brand and image to promote itself as an "innovation" company--a possible attempt to push past a drawn-out advertising spat with rival Verizon Wireless.
AT&T plans to debut an updated globe logo and and a new theme called "Rethink Possible." "All of our communications across all of these channels is 'Rethink Possible' and this integration of design," Esther Lee, AT&T's senior vice president for brand marketing and advertising, said in an interview with Advertising Age. AT&T, which is one of the country's five biggest advertisers, spent $1.87 billion on marketing and advertising last year, according to Kantar Media.
"There's so much innovation happening at the company that I think people don't know," Lee said, explaining the action is intended to expand consumers' image of AT&T as solely a telecommunications company. "We spend an average $18 billion to $19 billion a year on our network, our technology and our inventions in order to drive the future of how people are going to live on our network."
The new approach is an attempt by AT&T to move away from its bruising ad war with Verizon over network coverage, sparked by Verizon's "There's a map for that" ads. In December, the two companies agreed to have litigation between them over advertising claims dismissed in federal courts in Georgia and New York.
Lee said the spat has "dominated more our industry conversation than our consumer conversation."
Further, AT&T might drop its famous "rollover minutes" advertising in favor of highlighting things like AT&T's emerging devices unit, which focuses on embedded wireless products.
Dismissed: AT&T, Verizon quit legal battle over ad claims
Judge denies AT&T's restraining order request over Verizon 3G map ads
AT&T continues battling Verizon over ads
AT&T suing Verizon over 'There's a map for that' ads
'There's a map for that' - Verizon ad challenges AT&T