The New @&T ??

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Today, December 1st, marks the official brand launch of the new AT&T, formerly SBC Communications, formerly Southwestern Bell, and formerly...oh yes...AT&T. Trading of the company stock under the symbol 'T' on the NYSE will resume, after an absence of some twenty months.

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The new brand logo will consist of the same characters 'AT&T', but with the alpha characters in lower case, rather than upper. According to company insiders, the decision makers were split on the new design offered by the marketing geniuses, and finally Chairman and CEO Edward Whitacre made the final decision. Marketing had argued that the lower case letters would be more contemporary and recognizable by the younger generation, which the company is targeting, and would be similar to the Internet lower case characters...such as in e-mail addresses. If that is the case, then perhaps the logo should be ' @&T ' ...afterall, that's how one would read the name without periods.

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With that argument settled, one can presume that the middle-aged business market was not viewed as importantly as the younger wireless customers. Personally, I believe that it is just an excuse to order new business cards for everyone.

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Oh, and don't forget...good-bye Cingular...