AT&T To Accelerate Removal Of Cingular Brand. Cites "related synergies with an estimated net present value"

AT&T has announced it will accelerate the elimination of its Cingular Wireless brand.

According to Advertising Age, they'll be removing the Cingular 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. In addition, AT&T is moving to sell all its bundled services under one roof. In some markets, AT&T plans to roll out an AT&T Experience Store.

But why accelerate the effort? AT&T claims the removal of the Cingular brand from the marketplace will create a savings of $2.8 billion. The claim "related synergies with an estimated net present value" as the reason for the savings.

Well, OK then. Bye, bye Cingular.

Comments

[Steve Woodruff]

Gee - I thought the reason would be "angular brand displacement with a zen-negative tri-perspectival revenue reversal reiteration"

Shows how much I know...