The new role of the Chief Branding Officer

The role of the person in charge of branding is shifting. They are no longer simply the brand police.
“The CBO’s job is no longer about defending a positioning, but constantly renewing a sense of purpose”
The role has evolved and that person now needs to where 4 hats:

• Creative director
• Coach
• Lookout
• Court Jester

Read more: http://marketingblogged.marketingmagazine.co.uk/2013/04/08/the-four-hats-of-the-chief-brand-officer/#ixzz2Qcpmn3GV