AT&T gets ready to retire Cingular brand

05/2/2006 | Advertising Age (tiered subscription model)

After spending several years and billions of dollars building the Cingular Wireless brand, AT&T Inc. is planning to change the Cingular name back to AT&T Wireless in 2007. The strategy has raised questions about possible negative effects on the brand, particularly when it comes to confusion among customers. AT&T says the move will pay off in the long run as bundled landline, wireless, data and video packages become the norm.

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