Some large corporations have established CBO as a position. But in many others, it relies on the CEO to manage this. I look at the CBO as a company’s life coach – guiding and keeping the company on track to achieve its true calling. What do you think? Does your company need a CBO?
First, we need to understand what “brand” and “branding” are.
What is a brand?
Brand = Reputation
What is branding?
Branding = All your activities, that shape the customer’s perception of your company
Responsibilities of a Chief Brand Officer (CBO)
The one who manages the company’s reputation (brand) through branding (i.e. Products/Services + Sales + Operations + Culture + Customer Experience + Design)
CBO = The company’s life coach
“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.”
Jeff Bezos, Amazon CEO
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