AT&T finds new ways to extend its “elastic” brand

AT&T has successfully extended its brand portfolio beyond telecoms to include a growing range of digital services and media properties.

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...

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