Who is on your board? – If it doesn’t include someone from marketing you could be damaging your brand and reputation.
Glow has a vision:
To help see a time when there is a brand, marketing or creative job role on every executive board.
Here’s why:
- The brand and reputation of a company (how good or bad) defines a company. It will resonate with the staff it employs, the customers who choose to work with it, and its values and vision. And looking after your brand requires senior strategic and creative insight at the board level. Whether this is a Chief Brand Office (CBO), a Chief Marketing Officer (CMO) a Marketing Director or a Head of Brand – the title is personal to a company – it needs to be a savvy marketing professional who will work closely with the other board members; People, Finance, Operations, Commercial and Leadership to co-create and deliver a company’s strategy.
- Every strategic decision a company makes involves its brand. At the offset, if the brand (marketing/creative) role is on the board it will not only improve the clarity of the message (internally and externally), but it will speed up the communication roll out to all, ensuring it is delivered on point and with the correct tone, pace and style.
- Brand (marketing, creative, campaign) project signs off’s can be clunky. This is because the marketing manager, co-ordinator/executive – in particular, within SMEs – has to go to a member of the board, who are busy managing operations, strategy and their own role, for the project to go ahead and sign off. As a result, everything takes longer. This has an effect on the strategic campaign rollout, impacting many facets of the business including business development and recruitment. By having a board member whose role is brand/marketing this hijacked time can be reduced.
- For aspiring, ambitious and talented creative, brand and marketing professionals need to see that becoming an executive board member/director is not only attainable and a role to aspire to but is normal and a function that is respected at the very top.
Passionate about our vision and want to get in touch…. lisa@theglowstudio.com
