US based telecom giant AT&T officially kicks off the rebranding of Cingular wireless in retail stores around the US, a month before the highly anticipated launch of the Apple iPhone. AT&T Inc. will start a new advertising campaign from Monday to replace the Cingular brand with its parent company in the interiors of its 1,800 shops. The biggest telecom firm will primarily feature a transitional graphic that comprises elements of both the AT&T and Cingular logos.
Wendy Clark, senior vice president, AT&T Advertising, says,”The newest phase of our branding campaign communicates that AT&T is a leader in wireless as well as in other communications and entertainment services.” He further elucidates, “Our goal is to let the public know that AT&T offers perhaps the best choices, values and convenience in the marketplace across our extensive portfolio for the communications services they want and need.”
Randall Stephenson, AT&T’s chief operating officer says, “Consolidating BellSouth and Cingular under the AT&T brand was based on extensive market research and is proving to be the right decision. Our branding campaign is performing at and above projected levels and customer response has been very positive. We are excited to move into the next phase of transforming AT&T into the only communications provider our customers will ever want.”
The iPhone is likely to be out in stores in late June. It is billed as a three-in-one gadget — a mobile phone, a widescreen iPod, and an Internet device with full Web-browsing capabilities.
“I’ve heard stories about AT&T forbidding its sales people from taking a vacation between mid-June and mid-July during the launch of the iPhone because they think demand is going to be so high for it,” said Joe Laszlo, senior analyst for Jupiter Research. “I think they’re probably right. It’s going to be really big.”
The 2,000 Cingular stores and kiosks will get new AT&T signs throughout this year. The giant telecom company will use the co-branded graphic until customers become aware that Cingular is now AT&T. As part of the rebranding, Cingular customers will start seeing AT&T on their cell phones screen and billing statements.
