As a marketer, having participated hip-deep in the post world of the Telecommunications Act of 1996, I have always been fascinated in the re-merger of the telecommunications companies and the brand transformations that happen, again and again. Specifically, I'm most mesmerized by the branding tricks that have to be pulled over consumer eyeballs in order to "make them feel good" about what's going on. I call this the "Passing of The Brand." With it, involves some wit and general consensus that consumers are stupid.

The following are two examples that have continued to haunt me in my sleep. I'm not really sure why, but I've been drawn to them. Some of it has to do with my personal experience in working with these brands, but much of it has to do with a general interest of how the brand evolves over time. What is "Passing of the Brand" you ask? The following are two of my favorites. 

Passing of the Brand Example 1: AT&T

• 2004 - AT&T sells wireless business to BellSouth's Cingular.
• 2005 - AT&T gets acquired by SBC and applies AT&T brand to its businesses.
• 2007 - The "new" AT&T acquires BellSouth, and its wireless company, Cingular.
• 2007 - The "new" AT&T moves to change the Cingular brand to AT&T.

Passing of the Brand Example 2: Fox

• 1996 - Turner Entertainment sells SportSouth to Fox, who ultimately turns station into FSN South.
• 1999 - Turner launches Turner South, offering a range of Southern-themed programming.
• 2006 - Turner sells Turner South to Fox, who changes the programming format to sports and changes the name... Guess what?... to SportSouth.

I know that there are a lot of details that were involved with both of the examples above. But I often wonder if any of the executives involved with the "Passing of the Brand" really think about what could be implanted in the consumer's mind? Do they assume consumer's can't remember what happened last year, or the year before. I'm sure they're fairly confident that they can't recall what happened 10 years ago. I just happen not fall into line with those consumers.

What is your favorite "Passing of the Brand" example?