NYSE:ATT Looking To Rebrand Itself – Rebuilding AT&T to capture more market share

An article by Punit    1 Comment

Not only is AT&T facing a lot of competition from Verizon, but AT&T is also dealing with the criticism leveled upon its network. As a result, with its ad war with Verizon, the company has been seen as being poorly managed and not concerned about customers. As a result, NYSE:ATT is looking to rebrand itself in order to win customer approval and be known not so much as a cellular company but as a lifestyle company.

As the exclusive supplier of the iPhone in the United States, AT&T should be happy, but it is not. The company is currently involved in a major ad war with its chief competitor Verizon, and the company has seen criticism thrown its way as a result of its supposedly poorly performing wireless network. In an effort to distance itself from this criticism, AT&T is looking at ways to win customer trust and find an alternative to its image as a big cellular company. As a result, the company is now going to rebrand itself as a lifestyle company.

Already new ads are going out with the slogan of Rethink Possible, on them. Some have even been shown during the highly viewed Masters Tournament. According to AT&T, the company is doing this rebranding in order to show that it is a company that provides innovation to how people live, work and play. The company also says the new brand also shows the desire of AT&T to push the limits of what is possible in order to make things better for the customers. The company says it wants its customers to rethink what is possible.

The company is not only rebranding itself on television, it is also going to print, outdoor, digital, in-store and non-advertising sectors in order to show customers that the company is not the AT&T they had come to know. The company has even designed a new logo that removes the name of the company from the AT&T globe because the company feels that it is now more than just a telecommunications company. Now the company is calling itself an innovation company.

All of this comes after a very heated battle between Verizon and AT&T which has even spawned a lawsuit due to several ads in which the two companies insult each other. Verizon has even gone to insulting the flagship of AT&T, the iPhone, by criticizing the company’s wireless coverage.

How is this going to affect the stocks of both Verizon and AT&T, the two largest telecommunication companies in the country? Time will tell but if the rebranding pays off; AT&T will see its share price increase while Verizon may be trying to catch up. The release of the new iPhone should also help AT&T gain more profits and share price advantage over their rival company. One thing is certain; AT&T doesn’t want its customers to think of it as just a telecommunications company anymore.

Further Reading:

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