PROJECT GOAL
To help AT&T internal communication team to engage with senior management about the consequences and impact involved in changing the company’s identity.

PROJECT BACKGROUND
The acquisition of Liberty Media and TCI changed AT&T business significantly. With new markets and new channels to communicate to, AT&T in-house team was having a difficult time getting senior management to pay attention to its marketing and communication challenges. A relaunch of the brand was mandated but the scope and magnitude remained uncommitted.

We were asked to help illustrate the magnitude of the communication problem involved with a brand relaunch. In short, we were asked to force the issue and perhaps facilitate it.

Steps for this project: