AT&T Rushing to Re-brand Cingular as AT&T in Anticipation of Apple iPhone Launch
By Will Park on Monday, May 21st, 2007 at 2:22 PM PST In AT&T, Apple, iPhone
The Apple (NSDQ: AAPL) iPhone is one of the largest product launches in history, and as such, AT&T (NYSE: T) is rushing to ensure that all the street-cred goes to AT&T instead of Cingular. Reuters reports that the telco giant is stepping up efforts to rebrand its Cingular wireless stores as AT&T – with plans to replace Cingular signs with AT&T-branded signs on the interiors of 1,800 stores today. Exterior branding will take more time (up to a year) to change over to the AT&T name, as dismantling of an established brand such as Cingular will be a delicate matter.
AT&T spokesman, Michael Coe, says, “The iPhone is one of the most anticipated handsets ever in the wireless industry, and we want to make sure that every drop of equity from the iPhone accrues to the AT&T brand,” and that, “We want to be as far along as possible with our rebranding in advance of the launch of the iPhone.”
Look for the new interior branding in your local Cingular store today! We have a feeling it’s going to be somewhat of a confusing consumer experience.
via: reuters
