St. Nicholas Day is coming …. anděl nebo čert? Google came from nowhere to being a global standard in just 10 years. Disruption happens. AT&T went from a top 10 brand to obscurity in just 10 years. No one ever expects the Spanish Inquisition. As a market grows, so too will the variety of products…

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The turbulent decade that is about to end can best be seen in the values and ranking of brands through the 10 year period. While most brands continue to hold their rankings in the annual Business Week/Interbrand annual ratings, there have been some notable exceptions and these newcomers and departers tell the story of the decade.

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In the past six months, both AT&T (NYSE:T) and Verizon (NYSE:VZ) have altered their mobile data service price structures.  First, they added a metered fee based on the megabytes of traffic.  Now, Verizon is considering a price structure based on the speed of traffic provided.  With all these new forms of charges, some have feared customer backlash:  defection, brand betrayal, and a public relations nightmare.  Yet they needn’t worry much. Both these titans are in well traversed territory.

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