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October 22, 2007

Brand Naming: Cingular Name Haunts AT&T?

cingular_ATT.pngAs you know, I have been following the AT&T's efforts to re-brand Cingular and today I came across an article in Advertising Age suggesting that it has been a "failure of epic proportions."

Many feel that AT&T is "struggling" to convey the "seamless" blend of Cingular and AT&T, despite the fact that AT&T's brand name is so high in global awareness rankings.

I realize that many people miss the Cingular brand, but as I mentioned before, I think AT&T made the right move in scrapping the Cingular name. The share price is increasing and the AT&T brand name has broader and deeper recognition.

Just give it some time. Be patient.

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Posted by William Lozito at October 22, 2007 9:08 AM
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1 Comment

Indeed. Here in Canada, our backwards GSM carrier Rogers states in its corporate communcations that they can't sell the iPhone because Apple will only sell it to Cingular. With Rogers so far behind in recognizing a simple name change, the prospects for their ability to bring the iPhone to Canada are pretty grim. Or they're just very cunning and trying to make it look like they're not.

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