Verizon tries to 'Rule the Air' with new branding campaign

Verizon Wireless (NYSE:VZ), which gained brand recognition with its "Can you hear me now?" campaign, launched a new brand promotion called "Rule the Air."

Verizon’s new tagline is “rule the air.”To promote the new slogan, Verizon has established a new website and TV ad campaign which  features imagery of ordinary objects turning into machines--antennas that produce signals.

The company's "Rule the Air" website emphasizes how users can take advantage of Verizon's network, and also teases Verizon's LTE network, which the carrier has promised to launch commercially in the fourth quarter. Verizon--like Sprint Nextel (NYSE:S) with its WiMAX network--is branding LTE as "4G."

"It's a new brand campaign. It's just meant to describe how our network empowers our customers," Verizon spokeswoman Brenda Raney told FierceWireless. She said Verizon's "Can you hear me now?" campaign was meant to emphasize the company's network strengths."This is an evolution of that message, but it speaks more to how customers use their wireless service," she said.

Verizon's refreshed marketing push comes a few months after rival AT&T (NYSE:T) embarked on its own brand revamp. In April AT&T began changing its brand and image to promote itself as an "innovation" company. The company debuted an updated globe logo and and a new theme called "Rethink Possible."

For more:
- see this ZDNet post
- see this TFTS blog post
- see Verizon's site

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