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AT&T: Leveraging the Power of Your Brand

October 21, 2011

Executive Summary

Esther Lee, senior vice president, brand marketing and advertising, AT&T Operations, Inc., discussed the journey AT&T is on to help consumers learn to love their brand. Lee explains that marketers are in the emotional and psychological business, noting that most marketers do a terrific job at making their products meaningful to people. However, she points out that this is only part of the work that needs to be done.

View video below.



Source

"AT&T: Leveraging the Power of Your Brand." Esther Lee, Senior Vice President, Brand Marketing & Advertising, AT&T Operations, Inc. ANA Masters of Marketing Annual Conference, 10/21/11.

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