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.