25 Comments

Summary:

The brand name football continues in San Antonio. AT&T has been quick to re-brand Cingular as “at&t” which may not be such a good idea, since Cingular is a company most new customers, aka wireless customers, identify with. Many of these customers don’t know a lick […]

The brand name football continues in San Antonio. AT&T has been quick to re-brand Cingular as “at&t” which may not be such a good idea, since Cingular is a company most new customers, aka wireless customers, identify with. Many of these customers don’t know a lick about Ma Bell. What are your thoughts? Our previous poll showed preference for the Cingular brand.

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  1. Actually, I just posted a commentary on the name change over on my blog. http://seanbyrnes.com/blog/?p=136

    I think the rebranding is a mistake and a result of both group think and loyalty to the old days of telecom. The fact that most of the senior management at AT&T are lifelong telecommunications professionals influences all of their decisions.

  2. Eddie LeBreton Friday, January 12, 2007

    All I know is Madison Ave. must be licking their chops for all the advertising dollars AT&T is going to have to throw into the switch.

  3. Jesse Kopelman Friday, January 12, 2007

    I think the pain of acquiring AT&T Wireless took a lot of the shine off the Cingular brand. Anyway, considering that Cingular is the most important component of at&t it doesn’t make sense to keep it as a separate brand. There was no way they were going to rename the entire company Cingular (there would have never been a Cingular if SBC had been able to acquire Bellsouth back in the Clinton days), so what else were they going to do, really.

  4. Michael Markman Friday, January 12, 2007

    With no action on my part, the provider brand on my cell phone mutated from AT&T to Cingular. If it’s about to mutate back, all I can say is.. Somebody should have told Steve Jobs about this before Tuesday. Cingular has had a gazillion brand mentions since the iPhone announcement. Was that all a waste?

  5. Paul Kapustka Friday, January 12, 2007

    I just think it’s pretty funny that I never switched to Cingular billing so my old skool phone still says “AT&T Wireless.” Bet if I wanted a new one today I’d have to sign a Cingular contract, and then re-switch down the road. So not only is there branding expense, but billing and back-end expense too.

  6. I feel the same way. This is a huge mistake. Cingular’s brand is the antithesis of AT&T. It’s personal, individual, young and hip. When I think of AT&T I think of my grandmother, long distance and rotary phones. I have a take on my blog as well (http://technomarketer.typepad.com/technomarketer/2007/01/cingularwillb.html) to follow this move and the impact on the brand. Will be interesting to see if the iPhone can hold those youthful, individualists.

  7. The name Cingular was helping finally shed the image that ATT wasn’t a complete legacy carrier that just fails miserably at every single level.

    Now they’ve gone back to all their issues with ATT. Hey, so much for healthy competition!

  8. When I heard this I thought of the following three questions…answers that may never been known.

    How many billions of dollars have been spent to build the Cingular brand to have it all go the way of the dodo?

    Why take a change with re-branding so soon after the iPhone announcement when the Cingular brand is all over the place?

    How much damage are they doing to their market by this re-branding effort?

  9. Bad move IMO. In my mind, I dont have good respect for AT&T, as someone mentioned, I had the AT&T wireless phone just till couple of months back and for the last one year or so, my feeling was that AT&T was a dying company (with all their problems, losing market share in long distance, dwindling stock price etc). Now, they become hot again because the baby bell monopoly decides to buy back the ma bell. As of now, cingular has things going for them (with iPhone deal etc), they have a sufficiently good brand awareness and loyalty. Why mess up a good thing going? I can understand change from non descript SBC to AT&T (besides, SBC was a monopoly, who cares what the name is), but not the cingular to AT&T. I just dont understand!!

  10. iPhone Wireless

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