Michelle Corley : KJA Designer & Thinker
If you tuned into coverage of the Master’s, you might have gotten a first look at the new “Rethink Possible” message from AT&T. The company kicked off their latest rebranding efforts here – hoping to convince you that they’re more than a mere telecommunications company – they’re an innovative, lifestyle company.
This makes me ~sigh~… as a consumer and as someone involved with advertising strategies. 
I recognize consumers are fed fat concepts and sugary ideals by corporations. We’re told what’s iCool. What’s not. And it’s ideally done in ways that make us feel better about ourselves, our choices – and by extension – better about the company.
But if you’re going to define your company – or redefine it as the case here may be – wouldn’t it be hugely innovative to do so in such a way that actually affects your customers’ lives?
Could improved customer service do that? Make it a brag-worthy aspect of the company. Go above and beyond to please the customer and, at the same time, reinforce that relationship.
Maybe your product line needs tweaking. You might need to provide more than one kind of this or the other.
Whatever the solution, the approach is clear: Listen to your customers, then meet their needs. Your reward? Brand loyalty. And brand loyalty brings new customers. Remember, advertising is only part of the branding story. As a business, your true brand is built across your counters, during customer calls, while folks wait in your lobby, in your product quality and with every service call.
Yes – well crafted campaigns impact your brand and the public’s perception of your company. No question. But they become empty words if you’re not living up to your own hype.
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