How to Drop a $200 Million Brandposted by MR WAVETHEORY at 1/12/2007 12:17:00 PM
SBC spent a reported $1 billion on its branding campaign following the AT&T acquisition last year to drop the nearly unknown SBC acronym for the better known AT&T. Analysts wonder if this time around the trade off is worth it, since Cingular has better brand equity than a name that recalls the poor customer service of the old AT&T Wireless. Indeed, when Cingular Wireless first launched in 2000 as an umbrella brand for 11 regional wireless carriers, parent companies BellSouth and SBC said the "C" in Cingular stood for "customers."
Why is AT&T reviving the AT&T brand that is so out of touch with the brands of Web 2.0 companies? Beats me.
"Cingular Wireless" was picked from 6,000 other possible names after five rounds of research, global trademark searches, meetings with 18 focus groups and the consumption of 60 pizzas. Back then, apparently, it was edgy to use a misspelled word as a brand (Qwest), but times have apparently changed. The original advertising blitz for Cingular cost $200 million as the orange "Jack" logo started expressing himself between sitcoms with the tagline: "What do you have to say?" What do we have to say? R.I.P., Cingular.
I like Cingular better. After all, how many of you still get phone service from AT&T?