AT&T Brings Back Cingular Orange to "Mobilize" Brand

Augustine:  TRULY, TRULY unbelievable waste of money. Do they (or their agency) really think orange will help drive sales, get new customers, increase customer satisfaction? Why not simply bring call centers back from India, better train support staff, end anti-customer policies like "you lose all your roll-over minutes when you make any change to your plan, including adding a line" and let your customers tell others how super-great you are.

from Gizmodo by Matt Buchanan

After spending an ungodly amount of money to kill Jack and mutate the Cingular brand into the "new AT&T," they've decided that Cingular's orange palette offered a "younger, edgier and more contemporary style—all attributes closely associated with wireless." But clearly not AT&T. So, they're rebranding. Again. Look for Death Stars set against the new "primary corporate color," orange, and a series of commercials directed by Wes Anderson coming your way as of—yesterday. Wow, I feel AT&T tickling my cutting edge sensibilities already. [AT&T via Broadband Reports]