Marketing Idea No. 8 – CEO should become CBO (Chief Branding Officer)

With an average shelf life of about 19 months, the role of modern CEO is one big question mark.

Lets disect. Chief Executive Officer – by the name itself it pre-determines that CEO should play a big role in execution of plans. But with the sole responsibility of creating a lofty vision and direction for the company to follow, the role of CEO should be more of planning – not of implementation. If so, isnt the name CEO sends contradictory messages?

Lets dig some more. At one hand we are saying that we should create a compelling brand experience at every consumer touchpoint by delivering the brand value through every customer interaction. But, isnt the only person who can control each and every aspect of brand experience through each and every interaction is the CEO – or lets just say the person we refer as “CEO”? If so, isnt branding becoming too big a deal for the more conventional Brand Manager and Brand departmental structure? 

The big question mark – Can brand manager control each and every aspect of the business interaction that takes place between customer and the brand – sales, service, hotline attending ritual, invoice preparations, dealer management? Most organizational brand managers – if not all- cannot.

The Big Idea

Time has come to rethink the role and name of CEO. Since he is very much the planning, strategy and branding guy – and not an implementation guy – there is no point in calling him CEO. Also, since in 21st century his job will be solely maintaining a healthy brand, why not make it officially his business? Why the charade of calling him CEO?

Organizations that can benefit from this idea

CEOs of the world – listen up! 

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2 Comments

  1. Shahria, This is a very important point and one all brand managers should welcome. Think of all the modern day great brands such as apple, google, the body shop etc, all these starts ups were founded by and run by people who understood that had to create “compelling brand experience at every consumer touchpoint by delivering the brand value through every customer interaction” to deliver the differentation they required. So welcome input from your CEO, cajole them into taking ownership … you know in lots of instances, he/her was a brand manager once too!

    Your synopsis above if excellent BTW.

  2. This is a Marketing Idea should become very important point for business and one all brand managers should welcome. Think of all the modern day great brands such as apple, google, the body shop etc, all these starts ups were founded by and run by people who understood that had to create “compelling brand experience at every consumer touch point by delivering the brand value through every customer interaction” to deliver the differentation they required. So welcome input from your CEO, cajole them into taking ownership … you know in lots of instances, he/her was a brand manager once too!

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