New AT&T Campaign Seeks to Enhance Brand By Downplaying Products
Since beginning my initial work on product displacement, I’ve noted several instances in which companies utilize unbranding techniques in their advertising campaigns (Coca-Cola, Starbucks, Freshjive). AT&T’s “Rethink Possible” campaign aims to align its brand with innovation and optimism rather than just promoting their latest products or services. AT&T wants to enhance its image and as mentioned in this NYT article, “selling on price is a pathway to commoditization.”
As you can see from the above image, AT&T has ditched its brand name and emphasizes its iconic globe. While the company hasn’t completely unbranded itself because the globe symbol boasts a high 90% recognition rate among consumers, AT&T is demonstrating that less prominent branding can empower a company’s image. The omission of the letters is strategic leadership move and “displaying [the globe] without the “AT&T” echoes the way Nike is recognized by its swoosh and Target by its target.” By taking the focus off its products and communicating arbitrary messages about the future and technology, AT&T has adopted an open-ended campaign in which consumers engage with the brand by aligning it with personal notions of what innovation means to themselves.