Stop Suffocating Brand Managers
Below is a quick excerpt from Ben's post:
"As an ex-brand marketer for a global financial institution, I felt the company goals were sometimes detrimental to — if not in direct conflict with — the best interests of our marketing efforts. A conservative brand, such as a financial institution, needs creative marketing as much as any other brand — perhaps even more so because it’s a special challenge to make a conservative brand appear dynamic and interesting to a mass audience. To overcome this challenge, you need the right marketing team to focus on increasing brand awareness and engagement – something that can be hard to do when you’re caught up in a company-wide push to track and increase operational effectiveness."