• The Washington Post, Wednesday, June 27, 2007 12:33 PM

Sprint Nextel is hoping to reinvent its image around a new tagline-- "Sprint ahead"--that ignores Nextel. It will also eliminate the Nextel name from its sponsorship of the main NASCAR racing series, one of Nextel's most successful branding campaigns before the merger.

After the merger, Sprint Nextel embarked on what analysts said was a disastrous marketing campaign. And problems with Nextel's network prompted an exodus of customers.

New television commercials, online ads, billboards and movie theater ads will roll out Sunday. The campaign will focus on Sprint's data network. The ads drop Sprint's yellow color and feature neon-hued streaks of light, touting the "magic screen you carry in your pocket."

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