What’s in a name? When is it worth it to change a name? I was watching TV this evening and saw, for the umpteenth time, a commercial ‘reintroducing’ Cingular as AT&T. I certainly understand that the AT&T name has more cache, but it’s an old brand that was left for dead when Cingular purchased its wireless business a few years back. I can’t figure out whether its worth the effort – and money – to re-brand the company.
