Many advertising industry executives have voiced their concern about the proposed name change of Cingular Wireless to AT&T Wireless. In an article in AdWeek, author Richard Williamson quoted Judy Neer of consulting company Pile and Co. in Boston, that ""what's happening [with the mergers] is blurring the lines of the business and that causes confusion for the consumer. To the real techies, they get it and they understand it. But to the average consumer, it's very confusing."
Only time will tell if AT&T will be able to successfully communicate their new brand message for AT&T Wireless. Considering the time and money put into the Cingular brand, it will be hard to erase the brand from consumers' minds. To read more about the name change, you can read the article Cingular Brand Set to Vanish.
