AT&T Begins Rebranding Cingular Wireless

6:30 am on January 15, 2007 | Category: Business, Corporate, Telecom Services, Wireless

business/cingular.jpg

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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    Published by TeleClick Enterprises
    Edited by Jeremy Maddock