Under AT&T Corp.'s $48 billion merger plan with TeleCommunications Inc., announced today, the new AT&T Consumer Services division will phase out the TCI brand in favor of AT&T. "TCI acknowledges they feel their well-being is served best with a name such as AT&T, which is so well-known," said an AT&T spokesman. "TCI is welcoming AT&T and looking forward to a name change." While advertising and marketing details have not been worked out, such as whether TCI will keep its agencies and how the newly branded service will be marketed, it seems likely that with the loss of the TCI identity, its marketing and branding efforts will no longer be needed. "AT&T has a good name and good agencies. It's just a matter of developing a pertinent message and getting it to the right people," the AT&T spokesman said.
Copyright June 1998, Crain Communications Inc.