AT&T's brand portfolio includes everything from smartphone plans and home-automation devices to satellite broadcaster DIRECTV. And a potential merger with media company Time Warner would further extend its range of produces and services.
Many marketers would face a profound challenge in straddling such a broad array of categories. But Kevin Peck – who serves as VP/Global Branding, Strategy, Design, & Brand Management at AT&T – believes the Dallas, Texas-based organization has a unique advantage in this area.
"We're lucky in that we've built a brand that is elastic," he explained to an audience assembled by Kantar Millward Brown, a market-research network owned by WPP Group, to celebrate the launch of the BrandZ Top 100 Most Valuable US Brands 2018.