Monday, August 06, 2007

Brand Paradigms Harming CMOs?

There is a very thought provoking article recently published on Brand Channel, titled "The End of the Master Brand" which challenges the core paradigms that brand marketers have used to organize thinking about brand portfolios for the past 20+ years. Going beyond a critique of brand architecture as we know it and a suggested alternative way to view portfolios, the article suggests that the forced structure of brand architectures alienates marketers and may inhibit marketers from gaining a seat at the C-Level strategic table. Do you agree? I think that may be going a bit far, but it certainly raises an interesting question about whether force-fitting paradigms is harming strategic marketers, and we know that average tenure of CMOs is remarkably short. Linking those two thoughts - perhaps there is more here than meets the eye.

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