Trying to Hear That
ATT's announcement today of a 5 year plan to sell wireless services over Sprint's network is just plain strange. From a branding perspective, its just another level of complexity on an already tangled tale.
Assuming that the ATT Wireless (no relation) / Cingular deal goes through, the ATT brand will disappear from the cellular market and then re-appear in a different guise. Needless to say phones that users had used on the ATT Wireless network will not work with services re-sold over Sprint's network.
All in all the move is bold, and as far as ATT is concerned, can't really fail. In fact, failure is built right into the equation. The outsider's best guess is that this project is simply a loss-leader...ATT wants to create a wireless brand because they need to have one. Now that ATT Wireless is getting absorbed, they have that opportunity again.
Bet you a dollar that 18 months after they start re-selling Sprint PCS, they buy it outright.
Today we read that a second free daily paper will be introduced in New York City in the Fall. The upstart, called Metro, challenges AM New York which has been actively targeting 18 to 34 year olds. It will be interesting to see how this marketing battle will play out.
What is the best way to differentiate a paper that targets the same readership and will depend, if we understand the offer correctly, on the same AP newswire stories appearing in its competitor?
Does AM New York own the morning and Metro the afternoon? The rest of the day? The city?
We'll stay posted.
What is an Argentinian Pizza?
Last week, we found a restaurant selling Argentinian pizza. The offer sounded good. We had a choice of ten toppings including red and green peppers, onions and sausage. We eagerly awaited the meal's arrival.
The pizza? It looked like a pizza. It tasted like a pizza. It passed the "familiarity" test: the product should be recognizable as belonging to the category with which the company associates it.
What pulled us into the restaurant was the attraction of trying a different angle on pizza, an Argentinian pizza. Just another simple reminder about the basics of marketing.