The wireless giant's revenues are surging, but it's still struggling to make the most of its new corporate identity The country's largest wireless company, San Antonio-based AT&T , announced on Sept. 11 that it would reshuffle some key elements of its corporate identity, revealing a communications giant still grappling to find its voice in the rapidly evolving cellular market. AT&T said Tuesday it will further incorporate the signature Cingular orange hue into its branding, including online, on billing statements, and in its 1,900 U.S. stores. At the same time, the company will launch splashy new television and Internet marketing campaigns, including six nationally broadcast TV spots directed by Wes Anderson, whose films, including Rushmore and The Royal Tenenbaums, have attracted a stylish, hipster following. AT&T, working...
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