The Reluctant CMO

While brand ownership remains the responsibility of management, daily oversight usually falls to that of the Chief Marketing Officer (CMO).

And with so many traditional marketing paradigms crumbling, most CMOs are about as ready for change as is the reluctant Republican in Washington D.C. these days.

Change is no doubt the word of the day, and rightly so. Consumers have embraced their new-found power to choose, and this includes the power to reject old ‘interruptive’ marketing techniques that fail to ask permission first before engaging the customer.

We regularly hear from reluctant marketing managers who are simply afraid of making a mistake. The good news is that today’s new marketing models embrace change, and are prepared to do just that. In fact, few marketing efforts will even go several weeks without the need to fix or change something.

Change is mostly about identifying better ways to communicate capabilities, and presenting speculative thinking in ways that are responsive to the needs and challenges facing most brands today.

And by the way, not all forecasts for 2009 are doom and gloom. The digital space continues to see record growth as consumers choose this medium to engage (which is why brands should choose it also). What should this say to your brand? Are you positioned to meet consumers where they are? Are you speaking their language and creating special online places where they can easily find you? You can gain an edge over the competition, which allows you to be there first, engage and move new prospects to customers.

Sure, post-recession consumer spending will need plenty of time to recover, but why does this have to include you? If you fall into the elusive category of “brands people love” you already have a head start. Be encouraged! Lose your reluctance by engaging experts that can help you embrace the new model, and change. You won’t regret it.

Premier Studios. Building Brands People Love. 913.438.1004