Not that long ago it was suggested that a company needed a CBO (Chief Branding Officer). We found that notion disturbing since branding is a function clearly within the purview of the CMO (Chief Marketing Officer), assuming you have a properly tasked CMO.
An article in Advertising Age reminds us that it’s not about the branding, it’s about the “product.” And, we continue to remind our readers that Marketing should have MAJOR input about the “product.”
