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Podcast: Building Better CMOs and Marketing Leaders
Episode: Kellyn Smith Kenny, CMO of AT&T: Beware of These Famous Fails
Description: Full transcriptWhen CMO Kellyn Smith Kenny joined AT&T in 2020, she led an ambitious overhaul of the company's purpose; as is the case in many companies, this required a huge amount of customer research, and countless workshops and conversations with employees from across the company. But after landing on a stronger brand — to connect people to greater possibility through expertise, simplicity, and inspiration — Kellyn realized the new identity couldn't be launched to the public yet. Internally, AT&T's staff would have to "live it" first."We needed to get our employees excited about it, our...