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Microsoft Pri0

Welcome to Microsoft Pri0: That's Microspeak for top priority, and that's the news and observations you'll find here from Seattle Times technology reporter Matt Day.

May 21, 2007 at 1:46 PM

AT&T, the new Cingular

AT&T received quite a bit of coverage today about its new branding campaign that it is rolling out in preparation of the iPhone launch.

The super short summary is that AT&T was slowly transitioning from the Cingular Wireless brand back to AT&T. It wanted it to be a slow process, but since consumers seemed to be accepting the AT&T brand, it speeded up the change. That means you’ll start to see the wireless retail stores with AT&T logos very soon.

I wrote a brief here, but you can read a lot more about it in several publications.

Here’s the New York Times’ take.

The story points out that AT&T hopes by having a single brand, it will help persuade customers that the company is a one-stop shop for all kinds of communications and entertainment services, including long-distance and local phone service, wireless, television and high-speed Internet.

A Reuters story reports a tie between the rebranding and the iPhone launch.

“The iPhone is one of the most anticipated handsets ever in the wireless industry, and we want to make sure that every drop of equity from the iPhone accrues to the AT&T brand,” AT&T spokesman Michael Coe said. “We want to be as far along as possible with our rebranding in advance of the launch of the iPhone.”

RCRWireless News also reported the story, saying nothing was too surprising about the further transition to the AT&T brand.

Remember, the company has plenty experience in making brand changes. After Cingular purchased AT&T Wireless, everything was changed from the latter’s blue to the former’s orange motif. Now that AT&T has purchased Cingular, everything is returning to blue.

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