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Advertising Age Article Abstract

Why It's Time to Do Away With the Brand Manager

P&G, Unilever Among Those Embracing New Roles in Social Media Age

By: Jack Neff
Published: October 12, 2009

BATAVIA, Ohio (AdAge.com) -- Managing a brand has always been a slightly odd concept, given that consumers are the real arbiters of brand meaning, and it's become increasingly outmoded in today's two-way world. That's why a new report is going to recommend changing the name "brand manager" to "brand advocate," and fundamentally changing marketer organizations in response to the onset of the digital age. ...

Full Article Word count: 1520

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