January 12, 2007

Everything Old is New Again Dept.

THE NEW YORK TIMES reports that AT&T will on Monday start phasing out the Cingular name for its wireless business, which will be replaced with AT&T. The Times reports:

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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.

“We did rigorous research; we did not enter this decision lightly,” Wendy Clark, senior vice president for advertising at AT&T in San Antonio, said yesterday of the decision to change the name of Cingular, the nation’s largest mobile carrier.

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Well, regardless of why AT&T is making the switch, I'm glad they're doing it. Particularly because I think Cingular is a stupid name for any firm, much less a telephone company. AT&T, on the other hand, has that old-school gravitas going for it.

Posted by Benjamin Kepple at January 12, 2007 12:51 AM | TrackBack
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