• The New York Times, Friday, January 12, 2007 12:15 PM

How does a marketer de-brand a product it re-branded not so long ago? In AT&T's case, it un-brands. AT&T, now the sole owner of Cingular Wireless, starts changing all Cingular marketing to adopt the AT&T name.

Starting Monday, it's taking a cue from the 2004 Cingular campaign in which the AT&T globe logo morphed into the orange dot atop the Cingular logo. Now, the Cingular logo is being transformed back into the AT&T globe.

AT&T is stamping its letters more indelibly. "What customers want is a single provider," said Wendy Clark, advertising vice president. "If it's one company, they want it under one name."

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