AT&T CMO Kellyn Smith Kenny Quantifies 'Brand Love' Impact on Customer Retention and Acquisition

Summary

AT&T CMO Kellyn Smith Kenny has successfully quantified the financial impact of "brand love," demonstrating that customers who love the brand are three times less likely to churn and significantly cheaper to acquire. This strategic approach, developed during AT&T's shift back to its core telecom business, has led to a 13-point increase in the company's brand love score over five years.