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Naming a business T-Mobile reveals
a branding strategy that is all curves.

SAN FRANCISCO, July 30, 2002. The company formerly known as VoiceStream just launched a massive ad campaign to unveil its new identity, T-Mobile, bringing all of parent Deutsche Telekom's global family of companies under one name.

The main feature of the campaign, apart from the new name, is the new ad creature pitching the T-Mobile way of life. A FAQ entry on the Voicestream site is cryptic:

Q: I'm seeing less and less of Jamie Lee Curtis. What's her role now?

A: Jamie was a terrific spokesperson for VoiceStream. She was instrumental in our growth from a regional wireless carrier to a national operator. Catherine Zeta-Jones is the global spokesperson for T-Mobile.

To avoid any confusion between T-Mobile and AT&T's mlife, you have to look at their respective taglines, where each stakes out its own territory:

T-Mobile: Get more out of life.
mlife: It's your life made truly mobile.

How's that for an mTlife?