AT&T to redefine brand via campaign
AT&T Inc， formed in November when SBC Communications Inc bought AT&T Corp， will spend hundreds of millions of dollars on a branding campaign that begins on New Year's Eve and includes the music of UK rock band Oasis.
While AT&T， the largest US telephone company， won't say how much it plans to spend， independent telecommunications analyst Jeff Kagan estimated the costs after a briefing with AT&T executives.
The company is trying to redefine the AT&T brand name after the US$16.5 billion combination that closed in November. Chief Executive Officer Edward Whitacre kept the AT&T name because of its international recognition and a 128-year tradition of innovation. Alexander Graham Bell， the inventor of the telephone， founded what later became American Telephone & Telegraph.
Customers
“They have got to change the world's view of the company，” Kagan said. “It's something that goes way beyond what they've done in the past.”
AT&T will blanket Times Square in New York with the message “Your World Delivered” to convince customers the San Antonio-based company can meet all their communications needs， Shelley Almager， director of advertising， said.
“This is a substantially different company，” Almager said.
SBC has a history of spending big on advertising. The company was the fifth-largest US advertiser with US$2.69 billion spent in 2004， according to Advertising Age magazine.
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