|Ma Bell, Oh Where Have You Gone?
By: Len Kornblau
Seems like forever since AT&T was known as “Ma Bell” since it owned long distance and local service, as well as equipment. And that equipment was indestructible. Once our government decided we would be financially better off with a broken apart AT&T, the “Baby Bells” eventually ate each other up like Pac Man. Now Verizon, the foremost “baby” of the Bells, is the chief competitor of its mother, dear ol’ AT&T.
But Verizon has done a far better job marketing and advertising its products. Can you hear me now, I said…. Oh well, you get the idea!
And now the mother of the Bells is using kids to get a point across to adults about their 4G network. Doesn’t seem to be working so well. Not only don’t the kids get it, apparently neither do the adults. You know, the paying customers. Neither the brand nor logo gets cited until the end of the spots. It could be an ad for candy. Or child care centers.
What a waste of money. Perhaps they should kill the campaign and cut all customer bills. Same long-term effect, but happier customers!
AT&T hasn’t been known for marketing or advertising prowess, maybe ever! Now it’s even worse.
Maybe they need to “hear” the other guys!
Len Kornblau (@ProfessorAdwiz on Twitter) is an advertising and marketing pro who has taught at universities and excelled at field marketing and account service.
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