AT&T Canada to Allstream Brand Transition
Opportunity: Employee Engagement Through Brand Transitions. Challenge AT&T Canada was faced with a major challenge. Private investors bought AT&T’s business-to-business unit in Canada and undertook a capital restructuring. Through a series of mergers, acquisitions, and divestitures, AT&T Canada found themselves with disparate business units, remnants of historically branded assets (CNCP, ACC, Netcom, MetroNet, and Montage-DMC) and they needed to launch a new corporate identity. Senior leadership had a desire to leverage the launch their new brand to bring together the disparate business units into one cohesive company in addition to the opportunity to transition all the current and historical...
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