Brands and the CEO: What marketers need to know and do
In this edited version of the latest British Brands Group lecture, Professor Patrick barwise examines how brands relate to the three dimensions of the CEO's world - strategy and execution, finance, and organisation – and where the role of marketing fits in to this picture
As is so often the case, there's a relevant quote from Jeremy Bullmore. This one is from the second Brands Lecture in 2001: "When CEOs try to think about brands, their brains hurt."
This is partly because 'brand' has...