Interesting recent post in Business Week online by David Kiley asking: "Are Brand Managers Dead?" He disagrees with a Forrester Research report that says the brand manager is dead, and is replaced by the Brand Advocate.
I agree with David in disagreeing with Forrester.
I always though being a brand advocate was an important part of being a brand manager. You have to be a passionate advocate for your brand. But advocacy is only part of what a great brand manager should do. More importantly, the brand manager must make sure the brand is one worth advocating and, if it isn't, figure out how to make it one.
David actually espouses the title of Brand Editor. Me? I still think brand manager is the right name.
Here is the link to David's article.
http://www.businessweek.com/the_thread/brandnewday/archives/2009/10/are_brand_manag.html
What do you think?
David Ogilvy said: "Its not a creative solution unless it sells something". The way things are going with the speed of communication, the changes in global economies, and the competition that changes product design and marketing, no matter what the title, they better be ROI accountable or they will have alot of time on their hands.
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