
AT&T, or excuse me, at&t, is one heck of a brand – in a bad way.
Following who begat what with at&t rivals biblical bloodlines in complexity.
Currently I have a cingular wireless phone, and when I login it asks, “are you a cingular customer, or a former AT&T wireless subscriber?”
Cingular is now going to change its name back to at&t. Does this mean the dialogue box is now going to say “are you a cingular customer, former AT&T wireless customer, or a new at&t wireless customer?”
There is a good chance it will have to ask such an absurd question if “at&Tcingular” can’t figure out how to integrate all their backend systems. Therein lies the problem. This ‘new’ at&t branding is supposed to appeal to a new and young market. What does it really stand for? Bundling my wireless, home phone, dsl, and sometimes sattellite tv into one bill. Wow, a giant telco, sooooo different that the old AT&T.
This reminds me of a story I read about when Steve Jobs rejoined Apple. As I recall, a new ad campaign was being thrown around, something along the lines of “Apple, We’re Back.” Steve was like “How are we back?” He was right. Today Apple is back, but at the time, it would have been a joke. “Your world, delivered.” is sbc’s “We’re Back.” Right.