New study warns AT&T brand could use 'wakeup call'

Elkin, Tobi
May 2000
Advertising Age;5/15/2000, Vol. 71 Issue 21, p16
Trade Publication
Discusses a report by the Yankee Group which warns that the AT&T brand is in danger despite a series of high-profile mergers and acquisitions to ensure its position as a provider of digital broadband services. AT&T's lack of a unifying message in the marketplace; Alternatives the report suggested which include dropping the AT&T brand and creating a new identity; Confusion of AT&T executives over the report; Need for more brand presence in the Internet economy.


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