teleguy
Enthusiast
Jun 24, 2005, 11:12 AM
Post #1 of 1
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Sprint and Nextel which have proposed merging by the close of the year, today rolled out it's anticipated new name and logo.
The "going forward" logo with Nextel colors and Sprint name large is expected to be used if all goes as planned.
First Sprint shareholders must approve , a July 13 meeting is set. Then the government games begin with hearings before the FCC, SEC, DOJ and possibly Congress and some state regulators all wanting to have their say (if not their way.)
What do you think about this and other mergers of cell providers?
Sprint, Nextel Unveil New Brand
June 23, 2005
With the close date of the Sprint-Nextel union fast approaching, the companies unveiled how they plan to market the combined entity going forward, with the "go-to-market" brand being Sprint.
Sprint was selected as the lead brand following research that indicated the Sprint name is one of the most recognized communications brand in the United States. The Nextel name, according to the companies, will be featured as a key product brand.
The new branding effort integrates the "most valuable assets of each company's identity," says Mark Schweitzer, Nextel's senior vice president of marketing. Schweitzer will serve as chief marketing officer of the combined company.
"The decision to keep Sprint as the master brand and to use Nextel as a product brand makes a lot of sense," says wireless analyst Jeff Kagan. "Nextel is very successful and has a very unique brand, but Sprint is much better known brand with deeper roots."
The main company logo features the Sprint name and its signature "pin drop" in black set on a background of Nextel's bold yellow. The logo includes a "Together with Nextel" tagline.
In positioning Nextel as the lead product brand, the companies also have created a logo prominently featuring the Nextel name, with the tagline "Together with Sprint" that will run in ads featuring Nextel-branded products. Sprint and Nextel announced in December their intentions to pursue a "merger of equals." The $31 billion deal is expected to close during the second half of this year. Based on recently quarterly tallies, the combined company is expected to have roughly 43 million customers, making it the third largest U.S. carrier behind Cingular Wireless and Verizon Wireless.
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