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AT&T kicks starts farewell party for Cingular brand

AT&T Inc. sped up its plans to convert its Cingular-branded properties to AT&T branding. Earlier this week, AT&T kicked off this phase by replacing the Cingular brand with AT&T on all in-store signage, store kiosks, and point-of-sale materials in approximately 1,800 company-owned wireless retail stores. In addition, key stores in major markets also unveiled new exterior signage displaying the new brand.

"Consolidating BellSouth and Cingular under the AT&T brand was based on extensive market research and is proving to be the right decision," said Randall Stephenson, AT&T's chief operating officer. "Our branding campaign is performing at and above projected levels and customer response has been very positive. We are excited to move into the next phase of transforming AT&T into the only communications provider our customers will ever want."

AT&T took over Cingular earlier this year in the largest telecommunications merger in U.S. history.

AT&T will now replace Cingular with the AT&T brand in voice greetings, on new customer handsets and handset screen displays and on envelopes and statements. Many of the company's high-profile sponsorships such as "American Idol" and NASCAR will be transitioned soon as well.

In terms of advertising, TV, radio and outdoor ads now incorporate transitional elements related to the AT&T and the Cingular brands, but AT&T is featured much more prominently. The transitional phrase, "Wireless from AT&T, formerly Cingular," has begun replacing the phrase, "Cingular is now the new AT&T," but the color orange will continue to be associated with wireless services from AT&T. The "Jack" mark will be used in a less prominent way in advertising and customer collateral.

Nearly all corporate stores will be completely rebranded as AT&T by September, with branding of agent-owned retail stores expected to be completed by January 2008. According to company statements, the early jump-start in store makeovers is critical to the AT&T’s preparations for the arrival of the Apple iPhone in late June.

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Hmm...
By spluurfg on 5/23/2007 8:23:59 AM , Rating: 2
So in preparation of the Apple iPhone, a gadget marketed at design and fashion conscious tech folk, they're changing their network branding from the funky orange cingular brand to the stiff starched white collar previously-ordered-by-federal-court-to-break-up-bec ause-they-were-a-monopoly AT&T brand.

I can see why they might want to consolidate brand names, and AT&T sure sounds better as far as network reliability goes, but I honestly don't see how its related to the iPhone... unless its just not to confuse people since its an exclusive...




RE: Hmm...
By James Holden on 5/23/2007 8:29:43 AM , Rating: 2
There was a really good Daily show skit that explained this perfectly. I can't find the link anymore though.


RE: Hmm...
By EnzoFX on 5/23/2007 8:54:12 AM , Rating: 2
explaining the mergers? i'd like to see that


RE: Hmm...
RE: Hmm...
By lufoxe on 5/23/2007 9:29:07 AM , Rating: 3
no matter how many times I see that it's still hilarious


Why?
By JustKidding on 5/23/2007 8:43:57 AM , Rating: 2
I guess I just don't get it. Why are companies so eager to throw away years of brand trust and loyalty, seemingly just to boost their own ego. Amd is doing the same thing with the Ati brand. It would seem to me to be just as viable to keep the brand as part of their corporate identity much like the various brands owned by Proctor and Gamble or Unilever. In my opinion, the AT&T name has lost a good deal of its former respect and appeal. I suspect the 'market research' just gave them the answer that the corporate execs wanted to hear.




RE: Why?
By masher2 (blog) on 5/23/2007 11:15:53 AM , Rating: 2
The AT&T brand is one of the most valuable in the world. Recent polls by JD Powers, In-Stat, and Forbes have consistently put AT&T #1 among all telecommunication carriers.

From a recent In-Stat press release:
quote:
AT&T Wireless and AT&T (wireline only) were the top ranked national brands in all business segments...Across segments, the AT&T brand was the best-defined and generally associated with leadership...
http://www.instat.com/press.asp?ID=1225&sku=IN0401...

Moving Bellsouth, SBC, and Cingular under the AT&T brand is a very smart move.


RE: Why?
By iNGEN on 5/23/2007 2:04:41 PM , Rating: 2
I was really surprised by the survey results. When someone says AT&T to me I think of: Slow to adopt technology, inefficient, wasteful, anti-competitive, shrewd, and artificially necessary. Only the last two would I expect to add value to the brand.

I am enlightened. Good post!


RE: Why?
By theapparition on 5/23/2007 8:14:14 PM , Rating: 2
Masher is completely correct with the strong brand name of AT&T (and since he works for them, doesn't hurt either).

However, I see it as yet another waste of corporate money. Why wasn't this done when the two companies merged a few years ago. What a waste to change everything over to Cingular, they have to change everything back. Since I'm a shareholder, I'm pretty pissed off.


RE: Why?
By deeznuts on 5/23/2007 12:50:44 PM , Rating: 2
AT&T Brand is much stronger then Cingular. Much stronger. And I'm pretty damn sure they got more than one independent market research firm as part of their due diligence.


Didn't Cingular used to be AT&T?
By archcommus on 5/23/2007 12:08:50 PM , Rating: 2
I personally have never had Cingular or AT&T service, but I remember years ago my mother had AT&T Wireless. Eventually it was changed to Cingular. Now it's back to AT&T.

So my understanding was that AT&T sold off their wireless business, and now they're merging back with that business?




By masher2 (blog) on 5/23/2007 12:15:57 PM , Rating: 2
Actually, AT&T spun off AT&T Wireless as a separate company. Cingular (then co-owned by SBC and Bellsouth) bought AT&T Wireless.

Then SBC bought AT&T, renamed itself under the AT&T brand, then bought BellSouth, making Cingular a wholly-owned subsidiary.


RE: Didn't Cingular used to be AT&T?
By AlexWade on 5/23/2007 12:50:30 PM , Rating: 3
Here is brief history:

AT&T was broken up. Two of those companies was SBC and BellSouth.

SBC and BellSouth partner to become Cingular.

AT&T wireless is split off from AT&T.

Cingular (that is to say SBC and BellSouth) buy AT&T wireless.

SBC buys AT&T. Changes their name to AT&T.

SBC (that is to say, the new AT&T) buys BellSouth. Keeps the name AT&T.

In short, the only real difference between the old AT&T and the new AT&T is the logo.


RE: Didn't Cingular used to be AT&T?
By Eldoen on 5/24/2007 6:56:39 AM , Rating: 2
Here is brief history:

AT&T was broken up. Two of those companies was SBC and BellSouth. 1984
(well 7 companies actually) this is significant since SBC has bought and merged 2 of those initially baby bells before bell south. and Started out as Southwestern bell. (Ameritech • Bell Atlantic • Bell Communications Research • BellSouth • NYNEX • Pacific Telesis • Southwestern Bell • U S West)
Of those seven SBC aquired Ameritech(1999), Pacific Telesis(1997), and an independent Bell SNET(1997).

Why is this significant will be discussed a little lower.

The baby bells also started up and had wireless Entities. Initually those were from the Amps platform that AT&T had to diverge into the bells.

During this time AT&T buys McCaw Communications (1994) and starts the AT&T Wireless division that it had to spin off to the Bells)

1996 occurs which allows for all the consolidations mentioned.
SBC and BellSouth partner to become Cingular.

SBC and its growing diffent wireless brands
Ameritech Mobile Communications, LLC*
BellSouth Mobility, LLC*
BellSouth Mobility DCS, Inc.
BellSouth Wireless Data, LLC
SBC Wireless, LLC
SNET Mobility, LLC
Southwestern Bell Mobile Systems, Inc.*
Southwestern Bell Wireless, Inc.
Pacific Bell Wireless, LLC
Pacific Bell Wireless Northwest, LLC

Along with Bell South, create one brand and called it Cingular. (in 2001)

there were several other wireless companies that were involved but that is the gist.

AT&T wireless is split off from AT&T (2001).

Cingular (that is to say SBC and BellSouth) buy AT&T wireless.

SBC buys AT&T. Changes their name to AT&T.

SBC (that is to say, the new AT&T) buys BellSouth. Keeps the name AT&T.

In short, the only real difference between the old AT&T and the new AT&T is the logo.

And Technology and Competition. and Foot Print.

When AT&T was split up. (worse thing to happen to the communication industry in the US) AT&T footprint Was Nationwide.

Cable was just starting to come in. Wireless industry was in its Infancy at best. Internet opened to the public didn't exists. and the Courts Split One Large Monopoly into 7 regional Monopolies that did everything to try to prevent the smaller bells that popped up after the initial 7 were created.

Technology changes include great strides in Wireless technology. Internet, Computer or data traffic, Cable Industry, Satalite industry. VOIP, etc etc.

All in All after the AT&T breakup we still do not have One single company that can provide Last Mile access in all 50 states. It should be noted the other Company from those intial 7 rboc, is now known as Verizon, and they bought MCI.

Now to the question of branding. Since the Break up of AT&T 1984, none of the Regional Brands gain much hold outside of the US. most never gained outside of thier own regions. (Cingular, gained from 2001 to 2007 but not internationally)

AT&T has helped or outright created communication platforms in most of the rest of the world and has a Huge Brand recognition World Wide.

Sorry had to get the details in there on some aspects of it. because the 1996 telecommunications act is working to correct some of the issues that arrised because of the break up of AT&T. that one act has done more to foster the improvements in communications in the US then the supposed break up of AT&T ever did.


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