AT&T's Chief Marketing Officer, Kellyn Smith Kenny, has quantified the financial impact of 'brand love' on the company's business outcomes. By measuring customer sentiment on a scale from hate to love, AT&T found that higher brand love scores correlate with increased customer acquisition, reduced churn, and greater likelihood of purchasing additional services. This data-driven approach has informed product development, such as the 'Build a Plan' offering, and service guarantees, demonstrating a direct link between marketing efforts and core economic performance. AI
RANK_REASON Article discusses a marketing strategy and its quantified impact, rather than a new product release, research finding, or policy change.
- AT&T
- brand love
- Build a Plan
- Capital One
- customer acquisition
- customer growth
- DirecTV
- Hilton
- Kellyn Smith Kenny
- Microsoft
- Uber
- WarnerMedia
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