AT&T rebranding effort 'a failure of epic proportions'?(News)

Advertising Age,  October, 2007  by CUNEO, ALICE Z.

Tags: AT&T Corp.

• E-mail
• Print
• Link

Byline: ALICE Z. CUNEO

Before a crowded ballroom at the Frank Lloyd Wright-influenced Arizona Biltmore in Phoenix this month, AT&T VP-Advertising Wendy Clark displayed an internal company chart to a who's who of top marketing executives at the Association of National Advertisers' annual conference. The grid showed brand awareness and affinity to the brand. A dot on the graph positioned AT&T clearly as a brand in decline, while the dot for the Cingular brand was unmistakably in the graph's "Power Brand'' quadrant.

It was, in a sense, an admission that the company had ...

Read the rest of this article with a Free Trial at HighBeam Research.