Overview

The largest telecommunications company in the US and among the largest in the world, AT&T delivers a portfolio of traditional and IP-based voice, broadband Internet, data transport, wireless and video services.

Business Issue

Following a re-brand of the AT&T identity by Interbrand Corporation, the company needed to quickly and accurately distribute all facets of its new brand while maintaining complete control of access and content. Additionally it was crucial that the marketing team oversee all new branding material to ensure compliance with the standards of design and usage across AT&T, agencies and partners.

BrandWizard Response

Working alongside Interbrand, BrandWizard built a complete AT&T Brand Center to house all guidelines and rules, logos, imagery, and current advertising (print and video) for the new identity. The browser-based system enables employees, agencies and partners to register and gain admission to select areas of the site, depending on access rights.

A customized Approval Manager process allows AT&T’s corporate communications to review, edit, approve or reject proposed identity usage prior to release.

Business Result

Response to the system, both internally and externally, was immediate and tremendous. Within the first week of launch, the site received over 2,000 user registrations, 60,000 guideline page views and 1,900 downloads.

Prior to external launch of the new brand identity, AT&T used the site to build momentum internally by posting four new advertisements on the Brand Center. The first day saw over 100,000 downloads of the television spots, a definite win for the marketing and branding team at AT&T.