There’s a dumpy little building along N.C. Route 86, north of Hillsborough. It’s a bland, windowless box, like most telecom switching centers. I’ll bet the architect doesn’t tout it in his or her portfolio. But the structure has one aesthetically-redeeming feature: a crisp new CenturyLink logo.
CenturyLink — which provides local telephone service in 33 U.S. states — is on its third name in four years. Until 2006, they were Sprint’s wireline business. From 2006-2008, when I covered them at Domini, they were known as EMBARQ.
That’s a lotta name changes. But if you’re a CenturyLink customer, I’m pretty sure the quality of your phone service hasn’t gotten any better. Branding is what your stakeholders feel about you, not your pretty logo.