Starting on New Year’s Eve, AT&T (formerly SBC) will kick off a new branding campaign to reposition the combined company into a new powerhouse in the communications world. The effort, led by GSD&M in Austin, TX, gets some play in this New York Times piece and this Austin American Statesman article (registration required).
The campaign will lean heavily on the new globe logo (looks a lot like the old globe logo — click on thumbnail) and the tag line “Your World. Delivered.” Buildings in Time Square will be wrapped with ads for AT&T, and TV spots (AT&T has produced four new commercials) will run on “Dick Clark’s New Year’s Rockin’ Eve” and “New Year’s Eve Live” with Regis Philbin on Fox. Print campaigns will roll out, including a full page ad in the New York Times Magazine that is a crossword puzzle with answers related to AT&T.
Some folks think SBC should have retained its name, or at least come up with a new one like Verizon did. AT&T is such a weird amalgam of concepts — Ma Bell, monopolist, long distance company, wireless provider — that it’s going to be hard to unify consumers into a new positive perception. But clearly the company is pulling out all the stops to do just that.
Cynthia Brumfield at 11:02 AM|Comments(0)
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