GAME CHANGER IN MARKETING: TIME FOR CEOs TO DIG DEEPER

GAME CHANGER IN MARKETING: TIME FOR CEOs TO DIG DEEPER As a CEO it is obvious for me that I have to engage personally in the management of a brand. I found it surprising how some peers could entirely delegate brand management to their marketing departments or even outsource: what about authenticity when an external agency has to define who (why) we are? But I understood that (particularly engineering-minded, industrial) peers felt somewhat uncomfortable to deal with this "intuition-based, guesswork- & gut-feeling-driven" world of marketing. Good news: with the advances of social-media listening and other data gathering - particularly in combination with AI/machine-learning technologies - the "black-box" now becomes transparent. This will increase performance pressure for marketing. On the other hand there will be no more excuses: CEOs will have to personally listen to the new insights, to their customers. And then, of course, they can always profit from a fruitful dialogue with marketing and external specialists - to co-create the brand's future. Time to embark on the discovery and get up to speed: it will all be about faster, real-time brand management.