{"id":46330,"date":"2013-09-03T14:20:05","date_gmt":"2013-09-03T15:20:05","guid":{"rendered":"http:\/\/www.corporate-eye.com\/main\/?p=46330"},"modified":"2021-01-07T18:18:58","modified_gmt":"2021-01-07T17:18:58","slug":"att-embraces-emotional-branding-in-ad-campaign","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/att-embraces-emotional-branding-in-ad-campaign\/","title":{"rendered":"AT&T Embraces Emotional Branding in Ad Campaign"},"content":{"rendered":"

\"at&tWho said a telecommunications brand can’t pique consumers’ emotions? AT&T proved that it could successfully tap into consumers’ emotions decades ago with its “Reach out and touch someone” campaigns. While the brand has lost some of its emotional connection to consumers in recent years, the marketing team has been trying to turn that around over the past 12 months with an ad campaign that is laser-focused on emotional branding.<\/p>\n

John McDermott of Advertising Age<\/a> reports that the AT&T “It’s Not Complicated” campaign, which features first graders discussing AT&T’s mobile service with an adult, has been very successful in emotionally connecting consumers to the AT&T brand. Both consumers and AT&T employees (the brand’s most powerful advocates) are reacting positively to the campaign.<\/p>\n

You can watch one of the commercials in the campaign below.<\/p>\n


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