Questions For ... Wendy Clark†

Rebranding AT&T: Cingular's Demise and iPhone's Rise

Wall Street Journal, June 20, 2007 — Apple isn't the only company with a lot at stake from this month's heavily publicized launch of the iPhone. AT&T, the telecommunications giant that negotiated a deal to be the sole carrier of the phone, is hoping the alliance will help re-establish its name as a wireless brand. Earlier this year, AT&T renamed its Cingular Wireless service with the AT&T brand, a couple of years after Cingular itself took over the AT&T Wireless name.

Is iPhone AT&T's Magic Bullet?†

Other Carriers' Customers Appear Itching to Switch to Obtain Apple's Gadget

Wall Street Journal, June 15, 2007 — AT&T Inc. stands a good chance of stealing customers away from other wireless operators by carrying Apple Inc.'s highly-anticipated iPhone, two new consumer surveys show.

Meet the new AT&T

It's been an interesting ride at the company Ed Whitacre built. New lines of business, new competition, and soon a new CEO. So what's with the "new" 125-year-old name?

FORTUNE, May 28, 2007 — If you ran one of the biggest companies in the world and you had a chance to change your name and reinvent your brand, you'd probably go with something that had a little personality. Something a tad offbeat. Something that appealed to the savvy youth market. Like Apple, maybe, or Orange.

Or you could go with AT&T

AT&T Phases Out Cingular Name Faster Than Expected†

Removes Brand Moniker From All In-store Signage; Two Rebranding Efforts on the Way

Advertising Age, May 21, 2007 — The Cingular brand name will go away more quickly than first expected. AT&T today announced it will accelerate the elimination of its Cingular Wireless brand by removing the name from all in-store signage, including kiosks and point-of-sale materials in 1,800 company-owned stores. Several high-profile stores in major markets will have new AT&T signs. Over the next few months, branding in arenas such as consumer touch points, handset logos and Nascar sponsorship also will be changed.

AT&T Wireless Unit CMO Marc LeFar Resigns†

Move Comes Weeks Before Apple iPhone Launch

Advertising Age, April 20, 2007 — Marc LeFar, who shepherded the $1 billion-plus marketing budget of the former Cingular Wireless for the past four years, has resigned from AT&T, the wireless provider's new parent. An AT&T spokesman said Mr. LeFar "wanted to do something else" and declined further comment. David Christopher, formerly VP-product management, has taken over as chief marketing officer for the brand, the spokesman said.

In Aisle Three, Couch Potatoes Trying the MP3s

New York Times, March 18, 2007 — FOR its first store in the United States, Samsung, the Korean electronics company, took an unconventional route: it refused to sell anything. Having leased 10,000 feet of astoundingly expensive real estate in Midtown Manhattan, it instead encouraged customers to commune with its products — to check e-mail on Samsung computers, watch reality shows on Samsung flat-screen televisions and make long-distance calls on Samsung cellphones.

AT&T Megastore Aims to Make It Fun to Buy a Phone

New York Times, March 13, 2007 — With the opening yesterday of its first megastore, AT&T is trying to do the seemingly impossible: make buying cellular service an almost entertaining experience. The 5,000-square-foot store in the Compaq Center complex in Houston is the first of 11 AT&T Experience stores planned for opening this year with the aim of making shopping for communications equipment less daunting and, perhaps, more fun.

Why Advertisers Still Don't Get It

It's time to remember that advertising needs brands more than the brands need advertising. A good product creates its own relationships

BusinessWeek, February 16, 2007 — In the last month or so, the branding world has been buzzing about the merger of two wireless companies with different cultures, the resurrection of a dead man's body to sell popcorn, and the launch of a mobile phone by a company whose brand is known by the color white.

Selling TVs Like Tupperware†

Wall Street Journal, June 29, 2006 — AT&T is hosting TV Parties to sell Internet TV

Note to Telecoms: Rebrand or Die

BusinessWeek, March 9, 2006 — A discussion of the merger of AT&T and BellSouth and how the entire industry needs to rethink its strategies