AT&T Begins Rebranding Cingular
Wireless
Press Release -
January 15, 2007
America’s
largest telecommunications provider, AT&T Inc., is planning to begin
rebranding its cell phone division this week, replacing the name
“Cingular Wireless” with “AT&T Wireless” as part of a massive brand
consolidation scheme.
The company’s new advertising campaign will borrow from Cingular’s
“Raising the Bar” marketing slogan with the phrase “Raising it
Higher,” and each commercial will end with the Cingular Jack character
skywriting the AT&T logo while the announcer asserts that “Cingular is
now the new AT&T.”
This campaign will likely continue until AT&T is confident that
customers understand what’s going on, and won’t be taken off guard by
a sudden switch in brand name.
It
is estimated that BellSouth and SBC Communications, which founded
Cingular Wireless as a joint venture, but later merged into “The New
AT&T,” have spent billions of dollars promoting the Cingular brand
name over the course of its five-year existence.
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