Cingular: Raising the bar

This paper shows how a moment in time - the merger of the number two wireless brand Cingular with number three brand AT&T Wireless to create a new number one brand - was leveraged to shift perceptions and neutralize competitors' perceived advantages in network quality, reinforce loyalty among the combined customer base, and create momentum by attracting new customers.

Cingular: Raising the bar

Brand Name: CingularProduct Type or Description: Wireless TelephoneCategory for this Entry: Telecom ServicesCampaign Title: Raising the barAgency: BBDO North AmericaAgency 2: AtmosphereMedia Agency: OMDClient: Cingular

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