SBC has always had trouble with its identification, what the heck it stood for and what they really were. AT&T is one of the great American brands. If I was AT&T, I would do everything I can to humble my competitors.

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You can never devalue the product with an ad if you're talking about beer or pop because it doesn't really have any value. You need a big creative ad with a nondurable product so that when you open up your box of Frosted Flakes, you aren't thinking the mess that's inside, you're thinking of Tony the Tiger.

105