Wireless Federation

AT&T announced a new phase of the company’s branding strategy. Overnight, AT&T kicked off this phase by replacing the Cingular brand with AT&T on all in-store signage, store kiosks, and point-of-sale materials in approximately 1,800 company-owned mobile retail stores. In addition, key stores in major markets also unveiled new exterior signage displaying the new brand. The decision to move to this phase of the branding campaign is based on research that indicates that consumer awareness of AT&T is high and ahead of expectations. The store makeovers are also critical to prepare for the late-June launch of the Apple iPhone, for which AT&T will be the exclusive mobile operator in the United States. As part of its branding initiative, AT&T is also now beginning to replace Cingular with the AT&T brand in voice greetings, on new customer handsets and handset screen displays and on envelopes and statements. In addition, exteriors of most company-owned retail locations are expected to be branded as AT&T by September, with branding of agent-owned retail stores expected to be completed by January 2008. In terms of advertising, TV, radio and outdoor ads now incorporate transitional elements related to the AT&T and the Cingular brands, but AT&T is featured much more prominently.

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