AT&T rebranding may be a bit vague

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Bill Radke: This week, AT&T launched a rebranding campaign:

AT&T: AD: Rethink possible.

Rethink possible. The company’s taken some hits for having a weak cellular network. Now it’s trying to emphasize its strengths, as reporter Jill Barshay tells us.

Jill Barshay: AT&T wants to sell you much more than phone service.

Christopher Larsen: AT&T has a good portfolio of products it’s expanding that nobody has an idea that they sell.

Christopher Larsen tracks AT&T at the securities firm Piper Jaffray: Larsen says AT&T’s problem is that people are getting rid of landlines, and it could lose its exclusive right to sell the iPhone as soon as July. He says AT&T needs to get beyond the phone line, but he’s not convinced this glitzy ad campaign will work:

AT&T: AD: Explore, try, do. Because before it could be done, it couldn’t.

Larsen says there’s a big risk that no one is going to understand what AT&T is talking about.

In New York, I’m Jill Barshay for Marketplace.