AT&T will begin funeral rites for the Cingular brand beginning this Monday, January 15 2007. Cingular will go out out immediately but will made to suffer first under a dual-branding scheme. Cingular will be known as Cingular/AT&T until wireless consumers get used to the idea of AT&T.
The re-branding of Cingular Wireless to AT&T will come have come three years after the Cingular name replaced AT&T Wireless.
The full re-branding to AT&T is expected to come in the middle of 2007. The only carry over from the Cingular period will be the color orange. “Any time you see us talking about wireless you’ll see us use orange,” said Wendy Clark, senior vice president of advertising for San Antonio-based AT&T.
Apparently, the re-branding will help in changing the image of the company beyond as simply a wireless company to a company that understands the growing convergence of both wired and wireless services. AT&T will hope that with the takeover of the Cingular brand, consumers will see it as raising the bar higher instead of just phasing out the Cingular name.
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