CenturyLink to shed the Qwest brand

Qwest, as a brand name, may be soon a distant memory as new parent CenturyLink (NYSE: CTL) plans to replace it with CenturyLink-branded products and services in its 14-state local territory.

Following the closing of its acquisition of Qwest on April 1, CenturyLink said in an e-mail to its employees this week that "Transitional messaging informing customers of the pending brand change begins with these ballpark messages and will build through advertising and other messages that will begin in the coming weeks."

This is a change in direction for CenturyLink. After announcing its intention to acquire Qwest last April, CenturyLink indicated it would retain the Qwest name for a number of its large business and government products and services.  

However, at a later point CenturyLink decided to replace the Qwest brand with its own. In a Denver Post article, all that CenturyLink would say is that plans to provide more information about "venues that currently carry the Qwest name."

For more:
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the Denver Post has this article

Related articles:
CenturyLink fills up on a three B diet of broadband, business and backhaul
CenturyLink, Qwest wrap up their merger
FCC approves CenturyLink-Qwest merger with conditions
CenturyLink sees Qwest merger as path to facilitate business, broadband growth

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