Challenge
As a leader in its field, AT&T is constantly looking for opportunities to strengthen its business. The acquisition of Cricket Wireless, DirecTV, and Mexico Wireless added three major business lines to their portfolio—and one major challenge: These three established businesses had to be integrated into the AT&T brand. The additions also drove an even bigger initiative: to improve aging brand systems and brand operations, in particular:
- The review and approval process
- Digital asset management
- Branding microsites that offer creative and execution guidelines
- Digital asset management
- Using Adobe as a key partner to streamline a cloud-based marketing and branding system
Solution
The first step to tackling this dual-faceted project was a comprehensive audit of existing brand systems, seeking out duplications and gaps. We then interviewed teams of users, identified the different types, and mapped out their entire experience to make recommendations about how their needs could be most efficiently met. After a dialogue with existing technology vendors to understand the new capabilities that were coming online, we created a roadmap for a single system. Then we applied our learning to create a playbook for future mergers and brand integrations.
Results
Through system consolidation and optimization, AT&T identified over $1 million in licensing fee savings, a systems reduction from 25 to 8, and implemented single sign-on across all platforms for greater brand consistency.
