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.


"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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