Due to new outlets like blogs, "there's going to be a lot of trying to determine how much [brand managers] control the marketing mix and how much you let consumers control," says Ms. Zwicky, 26, a student at UW's Center for Brand & Product Management. She adds that consumers "want to drive their own message. [The challenge is] trying to manage that message ... without having it be too contrived or 'packaged.' "
The ad agency must "have more of a role in the brand-marketing group," she says, though adding that "the ownership of the brand needs to stay with the brand manager."
The best such execs, says Amy Schmidt, director of the center, are "stewards of the brand."
U. Of Wisconsin - Madison
* MBA student at UW brand management center
* Worked as Unilever asst. brand mgr.