AT&T is one of the most successful and best-known brand names in the wireless and telecom industry and, in fact, in the entire world. So why do customers dislike it so much? That’s the question Esther Lee thinks about every day. Esther Lee is vice president of brand marketing and advertising for the company. Her job is to help customers love the AT&T brand. And right now, it’s an uphill battle. I have written about the growing problem at AT&T several times over the last few years. I am very happy to see it now both recognizes it has a problem and is trying to solve it.
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The Tough Task of Humanizing AT&T
Posted by: Jeff Kagan November 3, 2011 05:00 AMAT&T is one of the most successful and best-known brand names in the wireless and telecom industry and, in fact, in the entire world. So why do customers dislike it so much? That’s the question Esther Lee thinks about every day. Esther Lee is vice president of brand marketing and advertising for the company. Her job is to help customers love the AT&T brand. And right now, it’s an uphill battle. I have written about the growing problem at AT&T several times over the last few years. I am very happy to see it now both recognizes it has a problem and is trying to solve it.