Chief brand officer
From Wikipedia, the free encyclopedia
A chief brand officer (CBO) is a relatively new executive level position at a corporation, company, organization, or agency, typically reporting directly to the CEO or board of directors. The CBO is responsible for a brand's image, experience, and promise, and propagating it throughout all aspects of the company. The brand officer oversees marketing, advertising, design, public relations and customer service departments. The brand equity of a company is seen as becoming increasingly dependent on the role of a CBO.[1][2][3][4]
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[edit] Current CBOs
Companies that currently employ a CBO include:
- Srinivas Kumar, Baskin-Robbins Worldwide
- Michael Keller, Dairy Queen
- Will Kussell, Dunkin' Brands, Inc.[5]
- Trey Hall, Boston Market Corporation
- Allen Schiffenbaure, G 2 Marketing Group
- Alan Bergstrom, Storyminers Inc.
- Brian Igoe, Metabolix, Inc.
- Phil Mcaveety, Luxury Collection
- Mark I. McCallum, Brown-Forman Corporation[6]
- Phil McAveety, Starwood Hotels & Resorts Worldwide, Inc.[7]
- Danny Meisenheimer, Souper Salad, Inc.[8]
- Wade Oosterman, Bell Canada[9]
- Ken Block, DC Shoes
[edit] International Use
In an article discussing the rebranding of South Africa, Solly Moeng reports that there is an increasing need for chief brand officers in public organizations. The need for brand officers is due to the lack of brand leadership and is causing the long-term failure of brands being fast-tracked through their growth process.[10]
[edit] See also
[edit] References
- ^ Neumeier, Marty (2006). The Brand Gap: How to Bridge the Distance Between Business Strategy and Design, Berkekley, CA : New Riders Publishing.
- ^ http://www.allaboutbranding.com/index.lasso?article=89
- ^ http://www.corporate-eye.com/2008/05/the-6-hats-of-a-chief-brand-officer/
- ^ Scott Bedbury, Stephen Fenichell. (2003), A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century. Penguin.
- ^ https://www.dunkindonuts.com/aboutus/company/adqsr/Default.aspx?Section=company
- ^ http://www.brown-forman.com/news/management/Mark_I._McCallum-306.aspx
- ^ http://www.starwoodhotels.com/corporate/profile_overview.html
- ^ Souper Salad, Inc. Appoints Industry Veterans, MarketWatch, October 22, 2008
- ^ Bell announces strategic 3G wireless network investment, MarketWatch, October 10, 2008
- ^ http://www.iol.co.za/index.php?set_id=1&click_id=139&art_id=vn20081029060718452C500691
