Landor Perspectives 2009 – Who is the brand daddy? Adding a chief brand officer to your c-suite
Andrew Welch is an executive director in the London office of Landor Associates.
Something is missing in the corporate suite— and it isn't the leather sofa. It's the brand. We all know that a relevant and differentiated experience builds a strong brand. Fact. A relevant and differentiated brand experience builds customer preference. Fact. Building customer preference generates strong business. Fact.
But there's a crisis brewing in the brand world. While brand differentiation typically hangs on a thread—an emotion, a stance, a belief—so...