Beyond brand management - the anatomy of the 21st-century marketing professional

Richard Rawlinson

This paper argues that the traditional training, expertise and career paths of marketing professionals have become obsolete, and that the massive changes in technology and society demand a new model.

Beyond brand management – the anatomy of the 21st-century marketing professional

Richard RawlinsonBooz Allen Hamilton, London

In the 1920s, the Radio Corporation of America invented the broadcast network, a mass communications medium as broad in scope and reach as the contiguous United States. In the 1930s, Procter & Gamble Company, recognising the growth opportunities in this newly connected mass consumer market, revolutionised marketing with the introduction of brand management.

This new organisational structure enabled multiple brands from a single company to compete in the same product category by providing each brand with a dedicated team of professionals and specialised...

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