品牌策劃師 Cheif Brand Officer

 

A Chief Brand Officer’s 5 Roles

 

Innovator: The chief brand officer must analyze, adjust and create the brand image and message as well as keep it consistent and persistent.
Owner: The chief brand officer must be able to own the brand experience. Living in the consumers’ shoes and speaking in behalf of the consumer within the organization are one of the main tasks of the CBO. He does this to make sure that all business initiatives consistently reflect the brand.
Protector and Risk-taker: The chief brand officer must be able to protect and envision at the same time. While acting as steward of the brand and making sure that nothing damages it in the eyes of consumers (or conducting damage control), the CBO must simultaneously be able to take strategic risks with the brand to create opportunities that drive the business forward.
Motivator: The chief brand officer must live the brand image and communicate the brand message and promise both externally to consumers and internally to employees. The CBO must work to make employees live the brand as well and become a strong team of brand champions.
Partner, Mediator and Negotiator: The chief brand officer must work to align initiatives and strategies throughout the organization with the overall brand.