Wednesday, January 24, 2007

Branding AT&T

One has to wonder what is going on in the boardrooms of AT&T. While the AT&T brandname certainly has worldwide recognition given its 120+ years of existence, the latest move to rebrand Cingular and Bellsouth after the merger with them seems puzzling.

AT&T is associated mostly with negatives. It was a monopoly for decades, eventually split up into several "Baby Bells" in 1982. Then, it became associated with high pressure long distance sales tactics.

My primary experience with AT&T has been solidly negative. In college, I was forced to take their long distance by the University. Their customer service was horrible and the service was more expensive than a calling card in some instances (this was in the days before prepaid long distance). Their Internet service ripped me off for months of service after I cancelled it. AT&T Wireless (ironically, purchased by Cingular) was also horrible, with terrible coverage in Louisville and indifferent customer service.

By contrast, my experience with Bellsouth and Cingular has been mostly positive. Bellsouth internet was great when I had it, and the customer service representatives were always helpful. Cingular has given me some issues, but the CSRs there have been polite and they have doggedly worked with me to resolve the issues I've had. The Cingular brand name would seem to be a huge asset in mobile phones and telecommunication services, and one more associated with high tech than the ancient AT&T brand. By renaming them AT&T, you call attention to what I believe many see as the least beloved company in the trio. Coca-Cola they ain't.