• Ad Age, Friday, April 9, 2010 10:51 AM

AT&T hopes to change direction in an ambitious new rebranding campaign, "Rethink Possible," that positions it as a lifestyle company and leaves the recent nasty battle with Verizon over network capabilities behind it, Kunur Patel reports. Also, a new logo design will replace the orange coloring on retail locations and packaging with more colors and the AT&T globe will appear without the copy "AT&T."

"It's not going to be the old model, that there's brand work and then there's consumer work or enterprise work; it's all 'Rethink Possible,'" says senior vp-brand marketing and advertising Esther Lee. "All of our communications across all of these channels is 'Rethink Possible' and this integration of design."

A rolling launch starting with TV executions during the Masters golf tournament broadcast will includes print, outdoor, digital and "non-advertising marketing." Lee says it's time to "get past the competitive conversation and talk about what's in it for the consumers."

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