AT&T's business campaign not only helped to change public perceptions of the company, it also signaled to employees that AT&T was determined to be a leader in telecommunication services. Which principle of internal branding does this example portray?
A) choosing the right moment to capture employees' attention and imagination
B) furnishing energizing and informative internal communication
C) bringing the brand alive for employees
D) linking internal and external marketing
E) understanding how brand communities work

Question

Quizplus · Accepted Answer

The example given shows how AT&T's external marketing campaign (business campaign) not only changed public perceptions of the company but also signaled to employees that AT&T was determined to be a leader in telecommunication services, thereby linking internal and external marketing.

AT&T's Business Campaign Not Only Helped to Change Public Perceptions