AT&T Prepares to ‘De-Brand’ the Cingular Name
Stuart Elliot writes in The New York Times:
One of the biggest “de-brandings” in advertising history is to begin Monday when AT&T, now the sole owner of Cingular Wireless, starts changing all Cingular marketing to adopt the AT&T name.More here.
AT&T will not disclose the budget for the campaign, which will continue for five or six months — leading to the partnership with Apple on the new iPhone, scheduled for midyear.
A campaign last year to promote AT&T as the new brand name of SBC Communications cost an estimated $1 billion.
That campaign followed the acquisition of AT&T by SBC, whose chairman and chief executive, Edward E. Whitacre Jr., has long believed in the power of the AT&T brand to attract attention in the crowded telecommunications market.