... and I would argue lowering the bar. I have to question AT&T's decision to take over the Cingular brand identity. For the last two years Cingular has grown their customer base and launched a successful ad campaign around the concept of raising the bar. Two weeks ago Apple announces the new iPhone product with a multi-year exclusivity contract with Cingular. Just about three days after that, out of the blue the decision is made to move back to the AT&T identity. I have to ask why ?
Why would you squander all the money and time that has been spent on advertising ?
Why would you go back to a company name that many younger people have never worked with ?
Why would waste all the free publicity from the iPhone announcement ?
Why would you confuse a sector of the market that has already seen brand loyalty questioned?
AT&T it not too late to go back.