We always strive for the different.
Chief Brand Officer as Champion
In simplest terms, a chief brand officer is the brand champion. The CBO lives and breathes the brand image, message and promise and ensures the brand is infused into all parts of a company from marketing and advertising to finance, customer service and everything in between.
Chief Brand Officer as Innovator
The chief brand officer analyzes, modifies and creates (for new brands) the brand image and message then maintains it consistently and persistently.
Chief Brand Officer as Owner
The chief brand officer is tasked with owning the brand experience. A successful CBO can live in the customers’ shoes and speak for the customer within the organization to ensure all business initiatives consistently reflect the brand.
Chief Brand Officer as Protector and Visionary
The chief brand officer is protective and visionary at the same time. While acting as steward of the brand and ensuring nothing damages it in the eyes of consumers (or conducting damage control), the CBO is simultaneously able to take strategic risks with the brand to create opportunities that drive the business forward.
Chief Brand Officer as Motivator
The chief brand officer lives the brand image and communicates the brand message and promises both externally to consumers and internally to employees. The CBO must work to make employees live the brand as well and become a strong team of brand champions.
Chief Brand Officer as Partner, Mediator and Negotiator
The chief brand officer works to align initiatives and strategies throughout the organization with the overall brand.