How AT&T put people first - and built its brand

Mary Connors

AT&T, the telecoms and entertainment company, successfully transformed its brand identity in impactful ways.

Putting consumers before technology, along with sweating the small stuff when it comes to brand experience, has more than tripled AT&T's brand-recognition scores and opened new competitive vistas.

Gregg Heard, VP/brand identity & design, AT&T

"A good brand identity can act as a beacon," Gregg Heard, AT&T's VP/Brand Identity & Design, told delegates at the 2017 Brand Strategy Conference in Chicago, "creating belief – both internally with employees, but also to the outside world – that there is a new AT&T."

For the Dallas, Texas-based enterprise, the billion-dollar effort to redesign its core brand assets accompanies a wider business transformation...

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