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Another Brand Bites the Dust
May 03, 2006
Oh, the irony. Regular riders of The Wagon will remember it was but last week I blogged about the ironic electronic disappearance of the brand that was to be the very definition of living life online- now we must rubberneck to even have a glance at M-Life as we 301 past it like a car wreck.
Now the brand that put the M-Life rabbit back into the hat, Cingular, itself a brand built by $870 Million in advertising last year alone, is about to make like a Bodhisattva and disappear from this world:
The new AT&T, created by SBC Communications'$16 billion acquisition of AT&T, revealed last March that it would replace the names BellSouth and Cingular with AT&T. Currently, San Antonio-based AT&T is in the midst of a rebranding effort whose cost is estimated at $500 million, by far the most expensive in U.S. telecommunications history.BellSouth, with a 2005 ad spend of $115 million, per Nielsen Monitor-Plus, is currently represented by Grey in New York. BBDO offices in Atlanta and New York have worked on Cingular, which spent $870 million on ads last year, per Nielsen Monitor-Plus. The first campaign used the tagline, "What do you want to say?" The agencies declined comment on the future of the account.
What can anyone say if they no longer have a mouth?
All posts by John Lustina
posted by John Lustina at May 3, 2006 04:47 PM
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