I chose the ATT AIGA study. AIGA documented step 7 – delineating the tough choices. ATT’s internal communication teams’ goal was to engage senior management the consequences and impact involved in changing the company’s identity. ATT’s acquisition of Liberty Media and TCI changed their business and ATT’s internal team was having difficulty convincing upper management of their marketing challenges due to the acquisitions. They determined a brand relaunch was required and wanted to illustrate the communications problems involved with a relaunch. Under step 7’s philosophy they mapped out a variety of branding scenarios and determined the brand was in need of a tweek instead of an overhaul.
ATT’s followed step 7 by mapping out and illustrating their logo redesigns. It was a successful tool in understanding they needed a brand tweek and not a full overhaul. ATT was also successful in getting senior management to understand their existing marketing and branding issues by hiring a firm to help provide internal management present their case. I can’t say the brand tweek itself was successful. Instinctively, I want to say that it was neither successful or unsuccessful. I don’t believe people pay much attention to brand tweeks in the Telecommunications industry. I think it’s a challenge to rebrand services that aren’t attached to physical objects.
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