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23 April, 2012

T-Mobile Ad Shows Signs of Rebranding Efforts

T-Mobile Ad Shows Signs of Rebranding Efforts [VIDEO]
by Samantha Murphy on Mashable

Bubbly T-Mobile spokeswoman Carly recently traded in her pink sundress for a black leather look in the company’s latest ad to promote its 4G network. But this may be the first sign of the company’s rebranding efforts that will launch this fall.
T-Mobile, which is currently the number four wireless carrier, intends to distance itself from its failed AT&T dealand focus more on the speeds of its 4G network.
In the commercial, Carly throws out her dress and suits up in a motorcyclist’s outfit. She then jumps on board an ultra-fast Ducati superbike. The new angle — which the company is calling an “Alter Ego” approach — will likely be featured as a bigger part of the company’s greater rebranding efforts.

Peter DeLuca, T-Mobile’s SVP for brand, advertising and communications, says the ad is about “challenging the status quo and taking bold steps in the marketplace as a challenger brand.”

“The makeover from the girl-next-door to an edgier, more tech-savvy and spirited Carly is synonymous with the evolution of the T-Mobile brand,” DeLuca adds.

Do you like the new approach? Is T-Mobile smart to embrace a new “Alter Ego” strategy to focus more on its faster 4G network? Let us know in the comments.

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