Terrific article on the rise and fall of AT&T Wireless. It's a shame to see a strong brand like AT&T driven into the ground through poor execution. But this is a good example of a recent post on brand management that advocates not to take brand equity for granted.
Former McCaw Cellular executive Bill Malloy remembered that around 1992, when the company got into the discussions with AT&T Corp. about some form of cooperation, McCaw employees' excitement at that prospect revolved around AT&T's "revered" brand.
"We just saw this great opportunity that if you ever took on this brand of AT&T and attached it to wireless, you'd just live out the dream: to become absolutely the wireless company that customers stayed with and trusted," he said.
"So when you ask, are you disappointed (with this outcome), well, absolutely, you are, because I never wanted to see AT&T Wireless go away. That's just not the way you would have wanted to end the movie."