The CMO, at most companies, is in charge of the brand's story. This can be a mistake. Marketing, you see, should only be one part of a company's story efforts. Take Amazon. Story is its lifeblood. In fact, it drives everything that the company does — from product development, to advertising, to HR policies. Amazon, of course, isn't the only company that does this. Red Bull, Jet Blue, and TOMS shoes follow the same strategy as well, and their CEOs, just like Jeff Bezos at Amazon, are the ones who oversee their company's story — not their marketing departments. Why? They're the only ones who have the reach to do so.
No comments:
Post a Comment