Probably neutral in the short term: like when the awful Pacific Bell renamed itself "Cingular," it might confuse a few people. In the long term, it's the same jalopy with a new coat of paint.
The phone company space is the most incestual circle jerk mess imaginable. Judge Greene has to be rolling over in his grave!
Jump ahead to 2:20 to see the segment: [0] http://www.cc.com/video-clips/eamlaf/the-colbert-report-bear...
(Also here in case of paywall: http://www.theverge.com/2016/10/24/13389592/att-time-warner-... )