As business progresses, new roles emerge, this is of course from my side of the table one of the more interesting ones. I give you the CBO, Chief Brand Officer.
The outline for the CBO role are four different fields (detailed description in the article but I have summarized it below)
The Creative director: To be a constant renewer of the brand, cause branding never stops
The Coach: The enabler of experience of the brand.
The Lookout: To monitor how the brand experiece evolves among customers and people
The Court jester: Tocreate an organisation-wide climate of brand-led leadership.
With my relation to big and small brands this is the role all of them is lacking. A traditional brand police which quite a few of the big corporations have hired does not compute into this new description. This is a new, creative and also innovative role to expand and take the brand further from the boardroom, across the office and the employees and finally to people experiencing your brand.
Who will be your new CBO?
Read the full article here.