The cover story of this week's Ad Age documents (in my opinion) inarguably the dumbest moment in branding history...and a continuation of the worst branding moves ever made by one of the worst companies to date:
- AT&T will dump the Cingular brand name and replace it with...yes, you guessed it, "AT&T wireless"
Cingular is one of the branding success stories of our time (right up there with the Targets of the world) and how a monolithic, staid, lethargic and bureaucratic company like AT&T could ignore Cingular's swooping courting of a younger and more progressive consumer base, is beyond me.
This stinks of ego, close-mindedness and an out of touch mindset, which belongs in the Ark.
I for one will proudly trash my Cingular account in favor of anything other than A + T + & + T, which should be renamed F + U + C + K!
