“brand manager” to “brand advocate”

According to Jack Neff, a report due out next week from Forrester will recommend changing the name “brand manager” to “brand advocate,” and fundamentally change marketing organisations in response to the onset of the digital age.

Putting the onus on marketers to change their organisations structures to cope with an increasingly complex world of media fragmentation and rising retailer and consumer power.

Read more of Jack’s article…

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