????說到營銷領域的老大，還要數美國電話電報公司（AT&T）：據坎特傳媒公司（Kantar Media ）披露，去年，AT&T投入了約20億美元，用于單個品牌的打造，這樣的大手筆堪稱美國公司之最。【雖然寶潔公司（Procter & Gamble）的預算超過AT&T，但卻被用于不同的品牌。】而負責AT&T品牌建設的正是公司全球營銷官、55歲的凱西?庫格林。最近，她接受了《財富》雜志（Fortune）杰夫?科爾文的專訪，談到了如何在24小時內創作網絡電視商業廣告，無手機恐懼癥的興起，以及未來的傘柄發光的奧妙所在等等話題。以下為訪談內容摘錄：

????問：AT&T在奧運會上開展了大規模的營銷活動。看起來，似乎是非常傳統的營銷方式。是這樣的嗎？

????答：完全不是。比方說，我們今年采取了一些與眾不同的方式。我們充分利用公司贊助的運動員們奪取金牌時的表現，將其用于第二天的商業廣告中。比如，麗貝卡?索尼贏得游泳比賽金牌之后，緊接著就有一則廣告，廣告中一位年輕的游泳選手正在智能手機上觀看她的那場比賽。這真的是非常有趣。許多人給我們的反饋是“你們怎么做到的？”因為我們是一家“反思可能（Rethink possible）”的公司，我們希望通過市場營銷實現這個理念。

????你們進行了大量消費者調查。通過這些調查，你們對消費者的生活方式有怎樣的了解？目前又有哪些變化？

????我們發現，在人們的生活中，科技所扮演的角色處于不斷的變化之中，人們對待科技的態度也在發生轉變。三四年前，在推出“反思可能”之前，我們對一條新廣告語進行了測試，廣告語基本是圍繞“做得更多”這個概念。而人們的反應是：“我可不想做得更多。離我遠點。我感覺自己都成了計算機的奴隸了。它把我和我的家人隔絕開來。它正在蠶食我的生活。”

????去年，我們又進行了同類測試，結果卻是截然相反。人們認為：“我的設備就是我的一部分。它讓我的生活更加豐富。它幫我過上‘移動生活’，可以幫我照料和看護我的家人，讓我一下子變成了英雄。”

????從市場營銷的角度來看，人們在很短的時間內，就從害怕科技變成了害怕失去科技。我昨天剛讀到一種關于害怕沒帶手機的新術語——無手機恐懼癥（nomophobia，源自no-mobile-phone phobia）。

????你們有超過一億消費者，而且依照AT&T的公司性質，你們可以掌握消費者的大量信息。你們如何利用這一點來進一步加深對消費者的了解，并用來指導公司的營銷活動？

????現在有一些有趣的新趨勢不斷出現。幾年前，我們可能會在上班之前以及上下班的路上使用智能手機。而現在，我們每天都在用它。雖然辦公桌上明明有電話，卻沒有人用。我們每天都在使用移動技術。所以，我們投入數百萬美元，利用新天線技術，增強樓宇內的服務，尤其是紐約、芝加哥、舊金山等高樓林立的城市。這對市場營銷具有非常重要的意義。就拿首席信息官的工作來說吧，他們再也不必對員工應該使用什么設備指手畫腳。人們并不喜歡配備多臺設備。所以，從營銷角度，我們會發現一個非常有趣的轉變，即對于公司使用的技術，公司員工擁有越來越多的發言權。

????人們消費媒體的方式也在快速變化。這對你們的營銷有什么影響？

????科技已經從人們恐懼的對象變成了時刻都離不開的必備品，因此，我們的營銷就是展示日常生活中對科技的應用。我們不僅會采取傳統商業廣告的方式，還會借助網絡和YouTube等平臺。我們與《英雄》（Hero，NBC電視臺在2006年至2010年期間推出的電視劇）和《觸摸未來》【Touch，福克斯公司（Fox）今年推出的電視劇】的編劇蒂姆?科林，以及我們的廣告代理商BBDO，合作制作了一部非常優秀的五集網絡短劇《破曉》（Daybreak）。我們沒有采取傳統的娛樂營銷方式，把產品放在道具桌子上，然后為植入式廣告付錢，相反，我們把科技融入到整個故事情節。故事主人公“本”在與邪惡勢力作斗爭，他利用我們的技術與惡勢力進行周旋。

????Bigtime marketing doesn't get much bigger than this: AT&T (T) spends more money -- some $2 billion last year, says Kantar Media -- building a single brand than any other company in America. (Procter & Gamble (PG) wields a larger ad budget but divides it among scores of brands.) Commanding the branding is Cathy Coughlin, 55, AT&T's global marketing officer. She spoke recently with Fortune's Geoff Colvin about creating network TV commercials for the Olympics in 24 hours, the rise of nomophobia (fear of not having your cellphone), why your umbrella's handle may one day glow, and much else. Edited excerpts:

????Q: AT&T had a large marketing presence in the Olympics. That may seem a very traditional kind of marketing. Was it?

????A: Not at all. For example, this year we did something different. We used gold-medal-winning performances by some of our sponsored athletes in the commercials the day after the winning performance. In the case of Rebecca Soni, her gold-medal swimming performance was followed by a commercial with a young swimmer watching that performance on her smartphone. It's been really fun. We've gotten a lot of "How did they do that?" reaction. We're a "Rethink possible" company, and we want that to come to life in our marketing.

????You do a lot of consumer research. What have you learned about how your customers live and how that's changing?

????We've seen an amazing shift in the role that technology plays in people's lives and how they view technology. Three or four years ago we were testing a new advertising line prior to "Rethink possible," and it was around this notion of doing more. People's reaction was, "I don't want to do more. Get away from me. I feel like I'm a slave to my computer. I feel like it's separating me from my family. It's taking away from my life."

????We did that same sort of research last year and saw it completely flip-flop. People tell us, "My device is part of who I am. It enriches my life. It helps me live on the go. It helps me take care of my family, watch over them, be the hero in the moment."

????From a marketing perspective, we've gone in a very short time from people being fearful of technology to being fearful of being without it. I just read yesterday that there's a new term for the fear of not being with your phone -- nomophobia. It's derived from no-mobile-phone phobia.

????You have over 100 million customers, and by the nature of the business, you can know a great deal about them. How has that enabled you to know them better and inform your marketing?

????Some interesting trends are emerging. Just a few years ago you and I would use our smartphones before work, on the way to work, and on the way home. Now we're using them all day. Even though in your office you have a phone on the desk, you don't use it. You're using your mobile technology all day. So we're spending millions of dollars enhancing the service inside the building with new antenna technology, especially in places like New York, Chicago, San Francisco, where there are so many high-rise buildings. This has lots of implications from a marketing perspective. An example is working with CIOs, because they no longer dictate the device you're going to use. People don't want multiple devices. So you see an interesting shift from a marketing perspective, where the employee has a bigger voice in the technology that's being used in companies.

????The way people consume media is also changing fast. How has what you learned affected your marketing?

????Because technology has gone from something you fear to something you fear being without, our marketing is showing the use of technology in everyday life. That's showing up in places on the web and on YouTube in addition to traditional commercials. We partnered with Tim Kring, the creator of Heroes [a series on NBC from 2006 to 2010] and of Touch [a series launched this year on Fox], and with our advertising agency, BBDO, to create a really great five webisodes called Daybreak. Instead of the traditional entertainment marketing approach, where I put my product on the table and pay for that placement, the technology is integrated into the story line. Ben, the hero in our story, is fighting the forces of evil, and he is using our technology to get around the bad guys.