Thursday, May 22, 2008

Chief brand officer

Off late, I run into companies announcing their new CBOs. Wasn't this always part of a chief marketing officer's role who along with driving all marketing initiatives also took care of promoting the brand? I'm starting to wonder whether its a byproduct of title inflations ( chief xyz officers like diversity officer, cultural officer etc) or a genuinely required title to have more focus on promoting a company brand?
Does your company have a CBO? If yes, do you also have marketing officers? continuing on our discussions from yesterday's class, do you see them hands on at the trade shows evangelizing the brand and listening to customers?