to kick off the new brand image within AT&T and signal to employees that a change was indeed happening, the corporate structure was realigned to show more trust in employee decision making skills. Decisions that had typically been made by a VP were pushed several levels down. Reverse mentors to teach executives about technology were put in place so the Generation Y population had the chance to interact with, and teach, executives. Town hall meetings to address their importance to the brand shift were held with 3rd and 4th level management, something that had never been done before.