T-Mobile's Confusing Message
Business Week takes a look at VoiceStream's effort to rebrand as T-Mobile and they don't really like what they see. Basically, they say that VoiceStream already had a good reputation, and switching names doesn't buy them very much. It is costing them a ton in marketing and advertising, but it won't necessarily let the goodwill from happy VoiceStream customers carry over. In fact, a number of VoiceStream customers were surprised themselves to find out they were now using T-Mobile instead.
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