Friday, January 12, 2007

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.

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.

More here.


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