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January 18, 2007
A few crunchy tidbits
A panel discussion at the National Association of Television Program Executives showed some promise for TV execs and their understanding of amateur culture. The panel was called "Engaging for Insight: Putting the Power of Fan Cultures to Work for You." It featured execs at Virgin Comics and A & E Television Networks. They discussed how they're using social networks to gather insight and engage with fans who love their content. The panel was blogged here. (Thanks, Shelley!)
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Stephen Denny ponders for almost all of us why in the world AT&T kill the Cingular brand name after spending billions the last few years to build. The answer probably is: They have too much money to waste.
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Jeff De Cagna and I discuss on his podcast how citizen marketers can affect non-profits and associations.
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It now looks like the networks are jumping on the banwagon
Cheers
I am amazed at the apparent lack of knowledge regarding brand image and brand building at AT&T.
As a brand consultant, I first wondered why the age-old familiar AT&T brand was dropped. As a customer, they are doing the switcheroo on me again, just as I was getting used to the Cingular name.
Not smart! The CMO (or whomever the decider is regarding this startegy) needs a brand refresher coarse.
Are we all in violent agreement on this AT&T decision? Sounds like it. AT&T is a brand known by almost everyone and aspired to by very few. It's like wearing a baseball hat with "GM" on it. Retro, maybe, but not cool.
Cingular and "the jack" logo was meant to attract a younger, hipper audience. Therefore, with the most minutes chewed up by younger users, lets... discontinue it in favor of a brand your grandfather knew...?
This sounds and feels like 'victor's justice' with the AT&T people up in Basking Ridge deciding what they'd rather do than listening to the wants and needs of their market.
