Stodgy old AT&T should have stuck with Cingular.(News)(Cingular Wireless L.L.C.)(Brief article)

Advertising Age, October, 2007 by Wheaton, Ken

Byline: ken wheaton

What you say: 72% It seems everyone wants to be a backseat brand manager. Almost 700 people responded to our poll asking if they would have stuck with the Cingular name had they been in charge of monikers at the new AT&T. And it was Cingular by a landslide, with 496 people-72%-saying they wanted Jack back.

Those in the Cingular camp sang the same tune: Cingular was cool; AT&T, not so much.

Said Kevin Campbell of American Communications Group: "For wireless customers, Cingular was a clearly defined, forward-thinking brand image. AT&T was and is old, tired and poorly positioned for this channel.''

Gail Harlow, of Reggai Productions, agreed. "AT&T's brand name has cobwebs hanging all over it, and these days it has...

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

Premium Content Partnership | HighBeam Research provides an in-depth online archive library of reference works.