From Brand Managers To Brand Advocates
Adage writes. The report, due out next week from Forrester, finally puts the onus on marketers to change their structures. The new "brand advocates," as Forrester suggests renaming the role, will be seemingly more powerful and consumer-centric, much nimbler, and more real-time-oriented. Forrester suggests "brand advocates" be responsible for rapid adaptations of global brand platforms and programs, charging centralized global brand strategists with ensuring what local managers do conforms with the brand equity and strategy. It also advocates ditching the formal annual budgeting process and upfront media-specific allocations in favor of frequently updated, on-the-fly plans that adapt quickly as conditions change and money earmarked upfront for initiatives, not specific media. Read it all here.