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
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. ...