By James Gregory, CEO of CoreBrand.
Chief Executive Officers have never truly synchronised with their Chief Marketing Officers when it comes to justifying the financial investment in corporate brand strategy.
Lately, CMOs are changing this practice by becoming CEOs.
CMOs, who come from the marketing world, realize that ad campaigns and logo designs are not enough to define the corporate brand today.
By using their knowledge of marketing, these new CEOs can effectively lead companies in new branding efforts that will strengthen the companies and enhance their brand reputations in the eyes of consumers.
A corporate brand image is ever present in ad campaigns and logo designs. It is the reputation behind that image that CEOs must manage and leverage to entice long-term consumers and shareholders.
Without a solid reputation supporting the corporate brand image, an ad campaign has only short-term effects.
While CMOs realise this, CEOs often do not because they do not always consider the impact of short-term efforts on long-term corporate results.
By utilising their marketing expertise, CMOs turned CEOs can effectively lead their companies’ business strategies in a direction that will solidify their brand reputations and, in turn, their brand images.
With appropriate brand strategies, these new CEOs can leverage their companies’ corporate brands to their full potential
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