Every company has a persona. The amalgous representative embodiment of the culture and personality that the audience perceives based on interactions, both marketed and experienced.
Let's try to imagine who AT&T would be...
As employees, what do you think is AT&T's persona?
What would be their occupation?
What friends would AT&T have?
Where would they shop?
What style do they have?
How do they treat their family?
How do they treat their friends?
What car do they drive?
How old are they?
Personally, I see AT&T as an erratic bully. An overweight and aged female schoolboard administrator, possibly a treasurer, that enjoys shutting down any recommendations and doing what she was going to do anyway, which was certainly not an original thought. Defined by an arbitrary, capricious and controlling personality.
AT&T drives a Lincoln gray, wears fake pearls, has an expensive purse that was in style 15 years ago and she talks too much in her exercise classes because she has no friends. Her family hates her but stays in contact because she controls their money. She gets her diet meals in the mail yet still goes to eat at Olive Garden and doesn't tip the waiters.