Want Branding


  • Brand Naming
Background & Challenge:

In 2000, SBC Communications and BellSouth formed a new joint venture focused on building a US mobile/cellular communications business. The new venture needed a bold and distinctive name independent of the two partners.


For this fast-track assignment, we were retained among a consortium of brand agencies to develop name ideas for the new venture. Leveraging the brand’s unique positioning idea: ‘Cellular technology, singular point of contact for all your communication needs’ we helped to create ‘Cingular’ whose derivation was inspired by the brand definition.


From 2000-2007, Cingular grew to almost 70M subscribers. In 2007, Cingular was acquired and subsumed into the AT&T brand. However, Cingular’s brand equities and strong appeal to Millennials and youthful subscribers convinced AT&T to integrate the Cingular brand’s orange color across AT&T wireless brand communications.

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