Trashing a Brand?Smart or Dumb?
Cingular to bite the dust, joining Marshall Field's and NDL
May 4, 2006: Vol. 2, Issue No. 35
IN THE NEWS
AT&T Plans to Kill Cingular Brand
But Analysts See Change of 'Cingular' to 'AT&T Wireless' as Mistake
SAN FRANCISCO (AdAge.com) -- It cost $4 billion to turn it into one of the best known names in the country, a future-forward, dynamic brand with a strong connection to young consumers and a share lead in the wireless marketplace. Yet, in 2007, Cingular will be tossed aside like an old sock.
—Alice Z. Cuneo, AdAge.com, May 2, 2006
Reviving the past
Famous brands that were abandoned by their owners years ago are being updated by a Chicago firm bent on proving they still have potential for profit
Paul Earle Jr. had a feeling Gen-X hearts would flutter when Colecovision game systems reappeared last year in thousands of stores. And why wouldn't they? After all, many of today's 30- and 40-year-olds played Coleco Head-to-Head or Colecovision, the father of today's Sony PlayStation and Microsoft Xbox systems, while growing up in the 1980s. Coleco's successful relaunch last fall was the latest in a series of famous, and not so famous, brands that have been rescued from the scrap heap by River West Brands, a Chicago-based firm that has found a unique niche--restoring the luster to brands no one wants anymore.
—John Schmeltzer, Chicago Tribune, May 2, 2006
Anybody out there remember the following cereal slogans? Wikipedia does.
- "Cheer up with Cheerioats" (1942)
"Cheerioats: For Fighters on the Homefront" (1943)
"Cheerioats: The New Flavor King of Cereals" (1944 )
I used to eat Cheerioats as a kid—usually with a cut-up banana and milk. Also Wheaties, Corn Flakes and Rice Krispies.
Then a funny thing happened. General Mills consigned Cheerioats to the ash heap and renamed it Cheerios.