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SBP 227: The Sharp Cut - Brand Does Not Belong to Marketing
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Ask ten marketers to define brand and you get ten answers. Ask them who owns it and you get one: marketing. Marc and V think that second answer is the problem.
In this reboot of episode 4, they work through three questions with no guest and no script. What is brand? Marty Neumeier calls it the gut feeling people have about you. Roger Martin calls it generating confidence. Both descriptions point at things the promotion team does not control.
Who owns it? V argues brand needs its own team, possibly reporting to the CEO, because the frontline, the packaging, the product roadmap…
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