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Articles tagged with AT&T:

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JUN 2007

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.

Category: Brand Strategy
Comments: none yet — add yours
JUN 2007

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.

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MAY 2007

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

Category: Brand Strategy
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MAY 2007

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.

Category: Brand Strategy
Tags: AT&T, M&A, Naming
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APR 2007

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.

Tags: AT&T, CMO
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MAR 2007

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.

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MAR 2007

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.

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FEB 2007

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.

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JUN 2006

Selling TVs Like Tupperware

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

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MAR 2006

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

Category: Brand Strategy
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