Rob Giampietro is quoted in this week’s issue of BusinessWeek on AT&T’s new ad strategy in an artcile by Matt Vella, who writes

“They may have underestimated how much equity was in the Cingular brand and are now trying to bring it back,” says Rob Giampietro, one of the founders of the New York-based design studio, Giampietro+Smith. Simply attempting to blend the two further could confuse customers more, not less. “It suggests some lack of brand leadership,” he warns. “What you could end up with is a ‘bizzaro’ version of what they think their customers’ vision of the brand is.” And that, as all branding experts preach, is a surefire way to appeal to no one in an attempt to attract everyone.

Read the entire article here.