Week 2: Raising the bar

Many companies go from changing logos and taglines all the time. Cingular has changed their tagline and logos quite a few times. When ATT purchased Cingular the company tagline was "Fewest dropped calls" After a few months Cingular changed their tagline to "More bars in more places"Many people have wondered why a company would change a tagline from stating that the calls don't drop as much to you have better reception in more places. I think that it is a little confusing to say that you have the fewest dropped calls then change everything to say that you have better reception. People have noticed this change and begin to wonder what exactly Cingular is trying to say. Marc Babej and Tim Pollak wrote a good article about the tagline change on MediaPost Publications.

It seems to me that once you create a tagline, you should back it up with full support. It is something that identifies your company or product. It shouldn't be changed but if it has to be it should be something minor, something that won't cause confusion all around. Cingular I think did make a mistake by changing their tagline, causing a lot of people to question what the reasoning behind it was.

I still see the Cingular "More bars in more places" still advertised today, though mail flyers, web banners, billboards and television. This caused me to look around some more and try to figure out why they would change from "fewest dropped calls" to something completely different.