Following a re-brand of the AT&T identity by Interbrand, 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 internal marketing team oversee all new branding material to ensure compliance with the standards of design and usage across all of AT&T, agencies and partners.
A comprehensive AT&T Brand Center houses all guidelines and rules, logos, imagery, and current advertising (print and video) for the AT&T identity. Further tools developed by us over the last 5 years include Automation Tools, Brand Approval Manager, Brand Decision Tools, Logo Wizard, Name bank, Authorized Retailer Site and Ad Customizer, Ad Café and the Agent section of the Brand Center. The browser-based site enables employees, agencies and partners to register and gain admission to select areas of the site, depending on access rights. Ad Customizer and Ad Café feature collateral automation tools for Authorized Retailers and VPGM Marketing Group. Fully supported online help desk fields all brand related inquiries. All product naming requests are submitted, created, vetted and approved online.
Our system is used across the whole of AT&T, including Authorized Retailers, joint venture, knowledge venture (licensing), consumer market, compliance, paralegal, advertising, IT team and the core marketing team. A recent survey showed a 74% approval rating of the system. The Approval Manager process allows AT&T’s corporate communications to review, edit, approve or reject proposed identity usage prior to release. This process has a tangible ROI for AT&T by reducing a significant amount of errors.