In today’s dynamic market, maintaining a robust brand is not merely a one-time exercise but a continuous journey. Brands are about building value, serving as the north star that guides an organisation’s vision, helping customers find and understand its product and service offerings, and aligning the company’s operations towards a common value proposition. Regularly reviewing your brand is crucial for sustaining this alignment and ensuring your brand remains relevant, resonant, and competitive.

Rapid changes in the business environment and customer behaviour are forcing reappraisal of the role and responsibilities of the marketing function, which has major implications for business operating models.

Continuing our series on the role of the CMO and the part it should play in creating a future-fit organisation, we look at the bigger picture.  Much of the conversation around the future of the CMO role is centred around the expanding digitalisation of marketing and there’s no doubt that technology enables a quicker, deeper, smarter, more effective and in some cases more innovative deployment of a marketer’s wares.