Michael Johnston
May 21st, 2007, 03:13 AM
<center><img src="http://www.iphonealley.com/images/storyimages/cingularstore.jpg" alt="Cingular Store" /></center>
This coming week marks another step in AT&T's efforts to rebrand it's Cingular Wireless division.
Over the past few months, Cingular has been called many names ranging from "Cingular: The New AT&T" to simply "AT&T Mobility", which will eventually become it's official title. All of this is going on because rebranding a well-known company takes tons and tons of time. Baby steps are DEFINITELY required if you want to make a smooth transition without confusing your customers.
AT&T has announced that starting this Monday it will be replacing all remnants of the Cingular names on the interior of all their wireless boutiques. Some of the motivation for this decision is to make sure when customers come in for an iPhone, they know it's definitely AT&T, and not Cingular providing them with cellular service. AT&T believes that the iPhone may even accelerate their rebranding efforts due to it's immense popularity.
Although AT&T's rebranding efforts are accelerating, they have stated that exterior signs will remain in place and unchanged for some time. AT&T expects the rebranding process will take a year or so in order to keep customer recognition with the brand.
AT&T's COO has stated that "Our branding campaign is performing above projected levels, we are ahead of schedule, and customer response has been very positive,". In the meantime, AT&T will be launching a new advertising campaign using the slogan "Your world is wireless. AT&T is wireless."
This coming week marks another step in AT&T's efforts to rebrand it's Cingular Wireless division.
Over the past few months, Cingular has been called many names ranging from "Cingular: The New AT&T" to simply "AT&T Mobility", which will eventually become it's official title. All of this is going on because rebranding a well-known company takes tons and tons of time. Baby steps are DEFINITELY required if you want to make a smooth transition without confusing your customers.
AT&T has announced that starting this Monday it will be replacing all remnants of the Cingular names on the interior of all their wireless boutiques. Some of the motivation for this decision is to make sure when customers come in for an iPhone, they know it's definitely AT&T, and not Cingular providing them with cellular service. AT&T believes that the iPhone may even accelerate their rebranding efforts due to it's immense popularity.
Although AT&T's rebranding efforts are accelerating, they have stated that exterior signs will remain in place and unchanged for some time. AT&T expects the rebranding process will take a year or so in order to keep customer recognition with the brand.
AT&T's COO has stated that "Our branding campaign is performing above projected levels, we are ahead of schedule, and customer response has been very positive,". In the meantime, AT&T will be launching a new advertising campaign using the slogan "Your world is wireless. AT&T is wireless."