Fiona Carter was just recently named the first-ever CMO of Goldman Sachs. This interview was recorded two weeks prior to that announcement when she was the Cheif Brand Officer of AT&T. Fiona's was responsible for AT&T’s image and promise. In this role she oversaw AT&T consumer advertising and analytics, in addition to her oversight of all brand and marketing strategy, creative and design; media and sponsorships; marketing analytics; social media marketing; as well as support for business unit marketing programs like AT&T Business, FirstNet built with AT&T and others. In this conversation, Fiona talks to Jim about her view of brand marketing and the future of brand purpose. Fiona also shares why her previous jobs at advertising agencies made her a better marketing executive.