[Exectives sitting around table]
“Let’s name everything AT&T and make one big phone company”
That’s a brilliant idea, I couldn’t imagine how to better spend another billion dollars in advertising by dropping the Cingular brand in favor of branding all services as AT&T. I’m convinced the marketing consultant that came up with this brilliant idea was paid for by the advertising service companies. Of course, they make the announcement now but still have millions in produced content for millions in ad buys, so AT&T can’t really ditch the Cingular brand anyway but they need a boost in stock price.
Now check out the Cingular website for their available rate plans. You’ll notice both Cingular branded plans and AT&T branded plans, with different features such as Rollover (Cingular) and Unity (AT&T). So in addition to confusing the brand by ditching the established company with the stronger service line, you’re marketing different features for each brand that will eventually become one.
So with that logic, Microsoft buys Yahoo, announces they’ll drop the Yahoo brand in favor of Microsoft, but continues to market both search engines. AT&T gets away with bad marketing decisions because they’ve become a monopoly, once again. Of course, if the Google phone is released, you better hope those marketing strategy consultants are really worth the millions they’ve been collecting.