Interoperability and the open-source brand: Leveraging the power of community engagement

This article builds on the first in the series, exploring the benefits of brand interoperability and outlines a framework for leveraging its community.

Read part one of this series here.

Introduction: The new paradigm of brand engagement

The role of the Chief Marketing Officer (CMO) has evolved from orchestrating traditional marketing campaigns to architecting robust, interoperable systems that span across internal departments and external consumer touchpoints – as explored in Today’s CMOs need to master the interoperability of their brand thinking.

This new marketing operating system, designed for openness and co-creation, transforms brands into living entities that thrive on participation both internally within the organisation and externally whenever any product, service, or communication leaves the organisation's four walls. In this article...

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